Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Strategy
There’s so many hot-takes on strategy.
So many hot-takes on what is – or isn’t – an insight.
Or even if they are important anymore.
But recently I read something that – for me – sums up the craft of what we do, while also highlighting the danger of where we’re going.
The focus on speed over substance.
Superficiality over sustainability.
Process over outcomes.
Comms over change.
‘Certainty’ over potential.
It was this …
That is not to say tactics don’t have their place.
Don’t require a skill to truly identify and use.
But far too often, they are mistaken for strategy.
Kinda like how too many people confuse the ability to think strategically as being the same as being a strategist.
It’s not nuance, there’s fundamental difference … and our industries obsession with fame, popularity, and the desire to be the font-of-all-knowledge-for-all-things is more likely to fuck us up than build us up.
Happy Monday, hahahaha.