strategy

What do you wish Strategists would do more of?

• “Find opportunities for action, and not just diagnostics.”


• “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”

How do you judge whether a creative brief is good or no

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Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)

the story is not about marketing. The story is the strategy.

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”

In a world with free information, abundant data, and virtually no barriers to entry, companies will succeed by selling purpose, not a product.