There are a lot of strategy documents in the world. Briefs. Decks. White papers. Books. According to Alex M H Smith, most of them are full of shit. Impenetrable, calcified, piled-high bullsh*t.
That’s because, despite all their words and charts and graphs, these so-called strategies fail to inspire action.
And that’s what Alex wants to change in the world of strategy. With his book (No Bullsh*t Strategy) and his consultancy (BasicArts.org), Alex is on a mission to help brands differentiate themselves through bold, decisive action.
Some of my favorite aha moments talking with Alex include:
- The difference between a bullshit strategy and a no bullshit strategy
- How to redefine your competitive set to create a category of one
- The surprising lies that most marketers believe when it comes to targeting
- How to maintain differentiation when when copycats come in with commoditized claims
- How to reduce your strategy down to just one word
Show Notes:
Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.
No Bullsh*t Strategy - Alex M H Smith
Alex’s favorite recent good book - The Matter with Things by Iain McGilchrist
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