‘Strategy is the very human act of imagination’

strategy. This describes the big picture of what the organization as a whole is trying to accomplish

Good strategy is design, and design is about fitting various pieces together so they work as a coherent whole.

What do you wish Strategists would do more of?

• “Find opportunities for action, and not just diagnostics.”


• “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”

How do you judge whether a creative brief is good or no

A strategy is, like a scientific hypothesis, an educated prediction of how the world works. The ultimate worth of a strategy is determined by its success, not its acceptability to a council of philosophers or a board of editors. Good strategy work is necessarily empirical and pragmatic.