Strategy
The writing in this category.
18 pieces
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Working with a strategist: how to tell whether it is working
Not from a report, but from a phone call that changes tone. Edgar Schein described the consultant who helps a company help itself.
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Patronage: the courage of choosing a long strategy
In fifteenth-century Florence a work of art was born from a relationship between patron and artist. Whoever chooses a strategic path enters a similar relationship.
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Company identity: define it before you communicate
Without a written answer to what we are and what we are not, every campaign speaks with a different voice.
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Strategic plan: if it never changes, it has stopped working
For Claude Bernard an organism is free when it keeps what is inside it constant. A strategy works the same way: it holds the direction and changes the path.
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Emergent strategy: why a delivered plan is not enough
Henry Mintzberg showed that strategies also take shape by doing. That is why the people who run a company cannot wait for the result as spectators.
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Metrics: when numbers change a company’s identity
A measure that becomes a target stops measuring and starts steering. What happens to creators and companies that chase their own numbers.
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Trendjacking
Trendjacking is a marketing strategy that consists of picking up a cultural trend, a current event or a viral phenomenon to amplify a brand’s…
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Clout chasing
Clout chasing is a communication practice that consists of strategically associating yourself with popular figures, trending topics or viral content…
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Strategic framework
Mental architectures for navigating business complexity in the digital age.
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Business intelligence
The strategic key to data-driven business decisions.