Life Words

Some experienced words on what you’re in for.

Meaning is Yours to Make

Identifying what it means to do strategy. The strategy life is a constant rummage for meaning. “Is it this? Is it that? Is that thing…

How Other People Block Strategy

How to navigate your career in strategy. Not everybody with whom you’ll work will want you to succeed. This can be confusing. Over time, you’ll…

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…

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