If you believe strategic thinking feels more performative than useful, then you’re not alone.
The Salmon Crew is designed with one principle in mind: that strategists do their best work when they see how others work.
In a world full of strategy theatre and performative thinking, we prefer holding space for strategists from all over the world to share their workings. No matter how incomplete they are.
Stop feeling like an impostor. Start finding your strategy crew.
Join the Salmon Crew →
[video introduction from Rob]
This is for you if:
You’re an independent strategist looking for a team vibe
You’re fully employed but feel (or are) a one person team
You’r a strategy lead who loves honest intellectual debate
You’re a founder who’s constantly looking for an edge
You’d rather be generous and helpful, not just ‘smart’
This isn’t for you if:
You believe there’s a single right answer to strategy
You want a single framework to follow every single time
You’d rather win a debate, instead of having the debate
You’re interested in pushing your work vs actively listening
You believe it’s ever justifiable to be ‘the talented asshole’
What you get as a member
Since starting the collective in early 2024, we’ve carefully re-designed the value we offer based on what members need.
Private WhatsApp group
A high velocity, high signal, low noise 24/7 exchange of ideas and half-baked thinking. We call it the ‘smoking room’ because it’s where we test our thinking outside our main gigs.
[screenshot]
Private Slack group
If WhatsApp is the smoking room, Slack is the slightly more structured debate space where we share resources, links, reports, tools, and fun stuff. Millennial gifs are optional.
[screenshot]
Exclusive events
We host events every other week on comms strategy, social, cultural intelligence, writing, and plenty more. The brief is always the same: lived experience and practical advice.
Our most popular formats tend to be:
Live panels. Always featuring crew members.
Keynote Karaoke. An exercise in live improvisation.
Micro Workshops. Where members show their work.
Co-Working Days. IRL in London, usually by the river.
You can learn more about our next event here.
Curated swipe file
Every week I personally curate 100+ items into a private folder I call my swipe file. It’s either documents that help me think more effectively as a strategist, or that give me a new cultural perspective. Every member has access to it too.
[screenshot]
Your colleagues or pals may already be part of the crew
We currently have people from 17+ different nationalities across all four continents (still no one from Antartica).
[map]
And these are folks who work at a variety of places. Some in holdcos, some in indie shops, some building their own thing. But they all have something in common: deep unpreciousness.
[logos]
What members say
In a recent survey (September 2026), Salmon Crew members rated their experience of the collective as a solid 8.89 / 10.
For a more qualitative view of what people value, read on.
“One of the most valuable investments to help me become a better strategist.”
Adam Ard
“Smart thinking that I can take back to my team.”
Anna Harris
“Six minutes from question to answer.”
Daniel Caeiro
“Best bang for buck I've ever come across.”
Daniel Kotliński
“An ego-free environment.”
Heleana Blackwell
“Two days into this, amazed by its abundance.”
Hemal Gill
“A safe place for questions.”
Katie Melkonian
“All the brilliance of the best agencies without the stress, hours or politics.”
Lou Goodman
“Strategy should never be a lonely job. Which is why I love this group.”
Matt Chapman
“I feel I'm at least 10% smarter than I was yesterday.”
Nazirah Ashari
“The brain trust here is insane.”
Nish Shah
“I feel part of something valuable and unique.”
Michael Griffiths
“A petri dish of some of the most interesting minds in strategy.”
Parker Mason
“Less than a day in, it’s already blown my mind.”
Perla Bloom
“A no troll zone corner of the strategy internet.”
Pollyanna Ward
“A new space I had no idea how much I needed.”
Victoria Gates-Fleming
Frequently Asked Questions
[to be added]