Meaning is Yours to Make

The strategy life is a constant rummage for meaning. “Is it this? Is it that? Is that thing this – or is it something else…

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…

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,…

Insights are Survival

Insights help us survive. This makes them serious work.  But, while insights can make a serious impact, it’s not useful to treat them as “business-serious”…

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 Stories

Strategy stories are one-page attempts to make your argument about what the brand needs to stand for based on how you understand the situation it…

Not All Thoughts are Ideas

This class has one purpose – to challenge you to start seeing ideas as a type of thought but to realize that not all thoughts…

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…

Secret About Ideas

You can use words however you’d like to use words. But when we cheapen words like “idea”, we cheapen our work while also making our…

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