strategy scrapbook

Culture-first is not the same as social-first.Perfect example? Gap’s campaigns with Tyla and Troye Sivan which came up in recent conversation. The person I was talking with said these campaigns had social-first content. Even as a die-hard Gap fan, I disagreed. 😅 While both performed well on social, I consider them culture-first which I'm defining ... See more

Enter the synthesised strategist: the new apex predator in the strategic ecosystem. They're not just another breed of consultant or analyst. They're something entirely new – pattern-seekers and meaning-makers who combine the range of a polymath with the precision of deep expertise. They wield AI like a sixth sense while maintaining razor-sharp huma

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Pattern Recognition Across Universes

Most see patterns within their domain. The synthesised strategist spots them across universes. When analysing modern dating apps, they recognise the same dopamine loops that keep us endlessly scrolling Netflix without ever watching anything. When studying luxury brands, they see the same initiation rituals that

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