Callebaut Chocolate – Intro
Learning Outcome: Practice your fundamentals with this case study.
Topic Category: I have been in strategy for a bit
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 Benefit Ladder
The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…
Pyramid of Advantage
How to present what makes your brand unique. The Pyramid Of Advantage is a technique that helps us work out what our audience or customer…
Advantage is Yours to Give
In The Four Points Framework, we write the advantage as an idea – an argument – that connects to the theme we’re playing with in…
How to Write an Insight
How can you write your insight so that others can understand it. Here are ten ways in which you can write an insight. Also, I…
How Insights Happen
Hint: “research” isn’t enough of an answer. Knowing how insights happen & how to tell they’ve happened.
Defining Insights
Learn the working definition of an insight. So, let’s try to define the word “insight”. You can define it however you’d like to define it…