Strategy is how we make sense of the world. It is reason, direction and judgement.
But the world in which strategy must thrive has changed. Fundamentally and irrevocably. Because for all intents and purposes the world we are living in is a post growth one. This places strategy under new, oppressive and relentless pressure. It needs to find a compelling answer to the elephant-in-the-room question: where is growth going to come from?
Now more than ever, strategy needs to make simple and seamless connection between common consumer sense, commercial sense and creative sense.
Because if you can do that you will not only make sales, but go further and creative fans. And that is vital because fans are the only source of sustainable, profitable growth. Because fans are the economic engine that powers every brand.