The business strategy leads to the business objective.
Which informs the marketing strategy.
Which leads to the marketing objective.
Which informs the comms strategy.
Which leads to the comms objective.
Which leads to creative work.
Sounds hard.
But it’s just logic.
Oct 31, 2019 • 17 tweets • 4 min read
We just did a new Lazy Book Club on Tuesday. It was about the book 'Creativity, Inc', which covers the history of Pixar and how you can maintain a creative culture. So, loads of stuff we could learn and discuss. Here are the 7 major themes we talked about:
1. The process either makes you or unmakes you. At Pixar, they focus on having clear processes that allow the company to maintain a high standard for everything they do.
Buckle up strategy heads, this is a 💥 t h r e a d 💥
First up, @TomChatfield setting up the “philosophical background music” for the evening. First he talked about time. Human attention is scarce, and therefore highly prized. In a time-limited environment, our job is to rise above the noise.
Aug 8, 2019 • 31 tweets • 6 min read
.@JimCarroll7 is a master of aphorisms, metaphors and interesting stories, so in our latest Q&A we picked up a lot of highlights.
Yes people, this is a thread. Full of strategic nuggets.
Sit back, grab a cuppa, here we go.
Feeling slightly like an outsider is one of the key cards you can play as a strategist. Outsiders are more observant, focused, single-minded. That’s what a creative business often requires.
Here comes a 💥 thread 💥 (+ a surprise at the end)
BRIEFING VS BRIEF
Good creative briefing starts with building a relationship with your creative team before you brief them. And after the briefing, continue to help them focus their thinking. They’ll thank you later.
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