strategy
frameworks, useful questions, and thoughts around our practice :)
strategy
But the repetitive, difficult nature of leaning into commodity production can give us insight, humility and skill. It helps us understand just how hard the hard parts are, and creates an opportunity to bring innovation to the work to be done.
Learning the skill and caring enough to show up to implement it, again and again, can give us the foundation... See more
Learning the skill and caring enough to show up to implement it, again and again, can give us the foundation... See more
Seth's Blog : In defense of the hard parts
why is the brief happening now?
The process of reducing a briefing requires great courage, rigor and repertoire.
You have to make brave choices and say a thousand times more No’s than Yes’s.You have to respond rigorously to the problem that you’re trying to solve.You have to have a vast repertoire of references in and outside Advertising in order to get to fresh thinking - and tha... See more
You have to make brave choices and say a thousand times more No’s than Yes’s.You have to respond rigorously to the problem that you’re trying to solve.You have to have a vast repertoire of references in and outside Advertising in order to get to fresh thinking - and tha... See more
Fernando Ribeiro • Extraordinary Vocabulary, Word #8: Reductionism
in this part, we often default to looking outside the brief for the research. We “diverge” by bringing new information in.
In reality, it is less of a “research” phase as it is a “discovery” phase.
Part of that is research, sure. But it also includes unpacking the brief comprehensively.
info like “why now” or “what are the stakes/influences or moti... See more
In reality, it is less of a “research” phase as it is a “discovery” phase.
Part of that is research, sure. But it also includes unpacking the brief comprehensively.
info like “why now” or “what are the stakes/influences or moti... See more
Stratscraps v167.
THINK IN OUTCOMES, NOT OUTPUTS.
Great strategy isn’t about working forwards from backward-looking data in the form of numbers. It’s about working backwards from forward-looking data in the form of ideas.