Tag: Strategy
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The Six I’s of Connection – a framework to connect brands and communities
It’s gotten quiet around marketing’s buzzword of 2022 as everyone has moved on to marvel at and worry about AI. Which, of course, isn’t a surprise – but a bit of a shame. While our obsession with buzzwords (and the new) rarely do our industry or our reputation any good, the ambition of creating brands…
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Of edges, flying, and falling – or: how AI misleads strategists
A few weeks ago I went out for drinks (a rare occasion) and ended up chatting with a guy about work (a not so rare occasion). “Well, I’m going to lose my job soon”, he shrugged, taking a big swig of his drink. It was the first time that this conversation, the robots-taking-over-our-jobs conversation, hit…
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Of frames and feelings – why empathy is the difference maker
I recently stumbled into a quarrel in the comment section below a provocative but uncontroversial LinkedIn post. It was as unnecessary as it was predictable. (I’d tell you to read it for yourself but the comment in question has since been deleted.) It was an iteration of a popular debate in marketing strategy: how valuable…
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Strategy Off A Page
A while ago we’ve been working on one of those briefs that are mainly exciting because they’re so open. So the strategy team went to work. We took apart the brief, scrutinised it, and reassembled it. All with the good intention of bringing some clarity to the task. Needless to say that a fair amount…
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Nine things to do to grow as a strategist
One theme, nine things There are few topics that are as relevant for ambitious strategists as personal growth. It’s a topic that never gets old. Unsurprisingly, in a discipline that is only vaguely defined, there are hardly any frameworks for personal growth that are widely available. Every agency handles growth differently – and, to make…
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Getting to Great Creative Work and how the Brief can help
This is the second article of a mini series exploring how we can overcome the barriers that get in the way of great creative work. In the last article, I explored the elements that make creative work great from the perspective of the people who make it (account managers, writers, designers, strategists, and all other…
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The Barriers of Getting to Great Creative Work
If you’re reading this, chances are that you are one of those people who spend hours, days, weeks, weekends, holidays, anniversaries, and your partner’s birthday in pursuit of great creative work. And even though we might know it when we see it, it’s interesting to see that great creative work is different for all of…
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Unfollow. Why following each other won’t get us nowhere new
Over the past weeks I tried to get back a bit more into my old “reading interesting stuff the industry is talking about” routine. Staying up to date on strategy, planning challenges, the industry and their thought leaders is, after all, part of what enables a strategist do to their job. Or at least that’s…
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Why Innovation Really Eats Strategy For Breakfast.
It happens not very often, but every now and then I stumble upon an article that is pretty much complete bullshit. Usually, you discover at least something valuable in an article. Not this time. In his piece “Why innovation eats strategy for breakfast”, Josh Linkner argues that…well, that innovation beats strategy, because innovation changes the…