Your creative strategy needs tension, not consensus
We have a fetish for alignment. Walk into any boardroom in Sydney, Melbourne, or New York, and you’ll see the same tired theatre playing out. A strategist presents a creative brief. The marketing director nods. The brand manager nods. The CEO smiles benevolently. Everyone agrees. It feels safe. It feels like progress. It is, in […]
TikTokisation: why short-form isn’t a strategy
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The unprofitable obsession with low CAC.
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The #1 reason your brand strategy failed
Every strategy deck written in the last thirty years quotes Henry Ford: “If I had asked people what they wanted, they would have said faster horses.“ And then, almost immediately, every strategy team ignores him. This is the #1 reason why brand strategy fails. We suffer from a corporate disease called Research Dependency. We commission […]