Strategy with spine

I’m Rob Estreitinho. I’ve spent the last 15+ years helping B2B and service businesses find the spine in their strategy, so they can get to the meaty action.

The opposite of this is strategy that’s full of fat. You’ll have seen this if you’ve ever received a 400-page deck and have no idea what to actually start doing with it.

So, red pill or blue pill. Do you want to find the spine in your strategy?

Ideal clients

You’re an assertive decision maker (CEO, CMO or CSO) who has a pretty good sense of what they want, but need perspective and support on how to get there.

You know the biggest risk you can take is to keep doing a bit more
of the same thing for another year, and hoping for different results.

You already have a marketing or strategy team, but everyone’s too busy
actually running the day to day business to focus on longer-term projects.

Or you may have some capacity in-house, but not necessarily
the right capabilities to get it done to an effective standard.

You know the tangible value of creativity for B2B and service brands and businesses, and you want someone who feels part of your team from day one.

Typical problems

You’re trying to clarify why people should choose your brand.

You’re swimming in dense research and have no idea what to do with it.

Your brand strategy is either too layered, or too vague, to be useful.

You need to demonstrate a clearer link between comms and commercial impact.

You need a more customer-centric view of which lead message truly matters.

You need better audience insight that isn’t just media stats and assumptions.

Your business treats content as a box ticking exercise, not a core building block.

Your agency is great at doing TVCs and pretty grim at everything else in the mix.

Your team needs an injection of creative thinking across the board.

Your team wants to use AI but doesn’t always know how to.