Peter Vu

Kurt, Dave and Chris:

First let me apologize for taking a couple of days to put this outline together. When I spoke to Kurt I was in the middle of making a Fugazi album, but I thought I would have a day or so between records to sort everything out. My schedule changed unexpectedly, and this is the first moment I’ve had to go through it all. Apology.

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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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