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…

Defining Insights

So, let’s try to define the word “insight”. You can define it however you’d like to define it but I’ve found insights as “unspoken human…

How Insights Work

Insights do a lot of things. They help us to build relationships and to find common ground. They get us to share, to feel awe,…

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…

Strategy Shapes

Strategy shapes are useful. They help you condense your thinking into one page that you can carry around with you.  Treat them with both respect…

Vision and Mission Statements

Vision and mission statements get you to think about the future and what you’re going to do to make the future you envision to happen.…

Purpose Statements

Purpose is a much-debated concept in advertising.  On the one side are people who advocate for and sell it as being the utmost important thing…

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…

What Strategy Is Not

All strategy careers encounter endless jargon and theory. They also meet many different ways of doing and explaining strategy.  As we strive to use specific…

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