A strategist’s manifesto

The role of strategy is to seek out fertile territory for great creative work to flourish.

problem-seeker

Forget being a problem-solver. First you have to be a problem-seeker. The greatest value a strategist can offer their clients’ business is to keep finding better problems to solve.

risk-taker

Strategy is a series of choices. The strategist’s job is to help cultivate the courage to sacrifice trying to do everything in the interests of doing the most impactful thing.

TROUBLE-MAKER

Post-rationalisation is not a dirty word. You can only ever connect the dots backwards. Strategy is more often than not an iterative process that helps us to recognise great creative rather than being the map to get there. (Otherwise strategists would be creatives.)