Callebaut Chocolate – Intro
Learning Outcome: Practice your fundamentals with this case study.
Topic Category: I have been around strategy a long time
Impostor Syndrome
Understanding imposter syndrome to navigate it. Dr Clance and Dr Imes identified the impostor phenomenon in the 1970s. In recent years, it’s found fame as…
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
How to better articulate the advantage of a brand/product. This is more a way of working than a framework. The Product World seeks to map…
The “5 Whys” and the “Problem Behind the Problem”
Learn how to use ‘The 5 whys’ to get to the root cause of a problem. The techniques Dump-A-Problem and S.W.O.T. help us get our…
The Four Points Overview
Get an overview of the four points framework. Use this as a refresher. Finally, what you’ve been waiting for. The Four Points Framework. There’s a…
Brand Essence
What does a brand essence need to accomplish? Brand essences are a short set of words (often 1-3 words) that try to capture the heart…
All Ideas Cross the Line
Understand the difference between an idea and a thought. To discuss strategy is to discuss ideas. So we need to understand the difference between ideas…
You Run Too Much
Settle in because I’m going to take you to Italy. And then to other places. And I’m going to do this while poking at you.…
Truth Is Disobedient
Truth. What is it any more and does it even exist? The word “truth” is used a lot in advertising. One of the most popular…