Fundamentals. Habits. Introspection.
It's so easy to look forward to new things, and equally easy to forget all that you've accomplished to date. Not in terms of grandiose wins, but simply the things you've done and... simply moved on from.
But the world may not be ready to move on. Or at least, it's worth resurfacing things you think have value, in order to see if people may want to reconnect with them, or re-discover something entirely new in them.
I'm still on holiday as I type this (it's 10.43pm and fucking boiling, thanks I hate it), but writing is the itch that must be scratched so I decided to recap on some of the pieces I'm most proud of, or which've done well.
I originally wrote this as an onboarding sequence for new subscribers, but figured a few of you are fairly new to the newsletter so might as well share it here. I hope it brings some value as you face post-Cannes hangover, whatever that may mean to you (probably something to do with AI).
I organised this list based on three topics: fundamentals, habits, and introspection. I believe these are core components we need to be decent strategists, or at least not horribly unhelpful ones who eventually burn out, become talented assholes, or miraculously a combination of these two.
Let's get into it.
Fundamentals.
I deeply believe the more we enter an age of specialisation, the more we need to have a firm grasp of the fundamentals to make sense of things. Here are some pieces that have helped me do this over the last few years.
The under-discussed value of writing a brief
Based on a conversation I had with a former colleague, who's now a head of brand. It's so simple, and yet so wise. More power to him and his team.
How to write a strategy portfolio
The job market is pretty fucked, so it felt very meaningful to articulate some thoughts on this. I genuinely hope they're useful for your situation.
B2B effective cases that are not B2Boring
I seem to have an irrational interest in complex businesses and often misunderstood audiences. So B2B fits that brief absolutely in the middle.
8 charts worth stealing
The other thing I love is graphs, charts and models we can steal for our next presentation. All duly credited, of course. Use these profusely.
How to position yourself
Another one that felt quite pressing, especially for those of us who are self-employed. Part fundamentals, part experiment, but pretty essential.
5 ways to translate Byron Sharp to better socials
I spent most of my career translating the world of marketing fundamentals into the expertise of social, and vice-versa. Here's what that looks like.
How to think about social effectiveness
Same as above, an effectiveness lens. Sorry you're hearing this from me, but it's not about the work. It's about the work working (or being seen to!).
Is it an age thing, or a cohort thing?
A small but oh-so-under-discussed aspect of our jobs. This is why you should take every research about generations with a huge pinch of salt.
Habits.
Strategy, like many things, is about the disciplined application of certain habits over time. When I started out, I was overwhelmed by the job, so I started writing about practical things that helped me feel a bit more in control. Here are some of the most popular articles I've published so far.
Reduce variables before enhancing them
A classic piece of advice for strategists, especially if you work in brand communications. I need to remind myself of this every single day.
11 tips to nail your next presentation
Ten years ago, I was called the worst presenter in my entire agency. So I got obsessed with doing better presentations. Some tips that work for me.
66 ways to have more fun as a strategist (and maybe get a bit better)
This is part joke, part serious, and as any list it's best if you grab what's useful and ignore the rest. Maybe try one or two of these this week?
Why (and when) we need strategy sprints
There are times in a project (and types of projects) where we need a different operating model for how we do the job. Sprints can help.
Yes, AI can do a lot of your work for you
... but there's a catch! AI can be a useful part of our daily jobs, but as with all things new we need to be intentional. This still holds pretty true to me.
How to add value in creative reviews
What most of us, no matter how senior or junior, can often wrestle with. This is what I've seen work best with different teams at different agencies.
10 strategy maxims from the 1600s
If you want good ideas, it's helpful to go back in time. So I decided to go back 400 years to see what was there. I found some pretty good stuff!
How to get what you want
A primer on negotiations, by two masters of the craft. I'm still learning this stuff every single day, but it takes practice to feel more confident about it.
It’s ok to sound dumb, and a few other ideas on how to lead people
This applies whether you lead people as part of your job or not. It also helps you spot where the bad leaders are, despite their official titles.
6 pieces of advice for strategists, based on advice for writers
Another source of inspiration is not a different time, but a different discipline. I take a lot of ideas from writers. They may help you too.
LLMs are your mind’s first gear
Whenever people ask me about the role of AI for creativity and critical thinking, I reply with something along these lines. There are no absolutes.
How to nail your socials, according to Chris Rock
I love good stand-up comedy, and the process behind it. Turns out it's remarkably similar to what it's like to generate ideas for social media.
Memes are insight gold
If you're struggling for audience insights and you have mere days to crack it, consider finding a really good meme account about that particular topic.
Introspection.
I only started getting better at strategy once I learned to be more self-aware. This probably says more about me than it does about the craft, but there you go. I want to finish this by sending you some examples of when I look inward to make sense of what's out there. It's a healthy practice.
50 hard truths learned from 15 long years in strategy
This piece was once described as a quite "Lutheran" treatise on strategy. Probably rightly so. I wrote this angry. Sometimes anger reveals things.
Strategy lessons from parenting
The links between strategy and parenting are endlessly fascinating. Here, I cover some lessons learned so far by raising a lovingly interesting toddler.
A strategy lesson from my daughter
One level deeper from the previous piece, in which I reflect on how framing things the right way is the secret for all sorts of behaviour change.
Envy is the price of not knowing yourself
I did some coaching in 2024, and it was honestly some of the best money I've invested since going solo. This piece is a short reflection as to why.
Does freelancing make you more nihilistic?
It's probably not as simple as "yes" or "no", but this was a New Year's reflection that I suspect will someday kickstart its own series around here.
Ten short notes on burnout
We've all been there. More than once, probably. I hope this piece helps. Burnout is something we can't get rid of, but we can learn to manage it.
From burnout to beauty
An expansion on the previous thought, in which I go deeper on how burnout can actually be seen as a precursor to beautiful new things.
Five short things about grief
In honour of my mother, but also a greater appreciation that grief is another companion you need to learn to get along with (or else!).
The morality of fossil fuel work
Took me a year to gather courage to write this. So glad I did it. People felt seen, and so did I. So many talented people suffering so much out there.
Ps.
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