As you already know if you read the Gut v Data post, the problem with imagining your target audience as a persona is that, all too often, that persona is limited by your perceptive set. And as creative as you might be, imagining someone who may be radically different...
It seems like everyone’s a strategist these days. Take a look at this list from CX Strategist Emily Vernon: Account Strategist – Develop strategic plans and solutions to help clients achieve their goals, while managing and growing relationships. Leverage insights,...
We need to talk about the word “consumer.” I hate it. I think it makes human beings sound like flesh-eating bacteria. Or maybe post-apocalyptic zombies. Take your pick. Whatever. I think we should stop using it. For a while there I thought I was the only person...
Want to hear something crazy? Most strategists I’ve worked with on both the brand and agency side don’t have a working definition of strategy. They can explain what they do, just not what it is. Blows my mind. Because if a strategist can’t define strategy, then how...
Before we can talk about Brand Strategy, we need to agree on what a brand is. Wikipedia says “a brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in...
The first time I needed to deliver insights on demand, I had no idea what I was doing. That’s because I wasn’t a strategist yet; in fact I didn’t even know the role existed. Lucky for me, I had the benefit of being mentored by some geniuses who did know what it was,...
