Strategy
1. Strategy isn’t a plan.
2. It’s a provocation.
3. A story about a future you’re willing to bet on.
4. It’s not prediction.
5. It’s preparation.
6. Slide decks don’t move people.
7. Artifacts do.
8. Prototypes do.
9. Worlds implied and imbued in an implication of a thing you can see, touch, and test.
10. When I try to make sense of an idea I have, one that... See more
2. It’s a provocation.
3. A story about a future you’re willing to bet on.
4. It’s not prediction.
5. It’s preparation.
6. Slide decks don’t move people.
7. Artifacts do.
8. Prototypes do.
9. Worlds implied and imbued in an implication of a thing you can see, touch, and test.
10. When I try to make sense of an idea I have, one that... See more
Strategy Is Not A Plan
The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.
Al Ries • Positioning: The Battle for Your Mind
A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to... See more
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
people think they want choices. but they prefer good defaults.
