strategy scrapbook

The role of planning/strategy is point imagination and resources (time, people etc) in the right tasks that matter (so that they can have maximum effect). Identifying and articulating the task with imagination and rigour is at the heart of a planner’s role. It’s the art of choice and point of greatest leverage.

— W+K's Martin Weigel on our

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Companies that create new categories, or successfully redesign existing categories, are the ones that ultimately change the world. Along the way, they create exponentially more value for both shareholders and the entire market. Category designers are people and companies that move the world from the way it is, to the way they think it should be.”