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…
Topic Category: Knowledge
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…
How Insights Work
What do insights do. Insights do a lot of things. They help us to build relationships and to find common ground. They get us to…
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…
Strategy Shapes
The key to creating strategy shapes. Strategy shapes are useful. They help you condense your thinking into one page that you can carry around with…
Vision and Mission Statements
How to write a vision & mission statement. Vision and mission statements get you to think about the future and what you’re going to do…
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
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…
How to Know When Strategy Has Happened
How to know when strategy has happened. As we start to develop our own ways of working and seeing how they work, we develop a…
What Strategy Is Not
Some clear examples on what strategy does not look like. All strategy careers encounter endless jargon and theory. They also meet many different ways of…