Impostor Syndrome

Dr Clance and Dr Imes identified the impostor phenomenon in the 1970s.  In recent years, it’s found fame as the “impostor syndrome”.  It’s a state…

Strategy Work is Creative Work

One of the most important things to embrace is that strategy work is creative work. The challenge is creating a culture in which people don’t…

The Product World

This is more a way of working than a framework. The Product World seeks to map existing behavior and attitudes. You take a piece of…

The Four Points Overview

Finally, what you’ve been waiting for. The Four Points Framework. There’s a lot in this lesson so don’t worry if you don’t pick it all…

Brand Essence

Brand essences are a short set of words (often 1-3 words) that try to capture the heart of the brand and focus all decisions about…

All Ideas Cross the Line

To discuss strategy is to discuss ideas. So we need to understand the difference between ideas and thoughts, and how ideas happen. To understand ideas…

You Run Too Much

You run too much. But why?  In 2015, one of Italy’s most luscious footballers moved to New York to play soccer at Yankee Stadium. Andrea…

Truth is Disobedient

Strategists are obsessed with finding the truth. But there are different kinds of truth so which truth is most useful? There are truths that are…

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