Strategic Planner / Account Planner / Strategist
Customer and Society
Technology, tools, opportunities
Directing, Inspiring and Evolving
CEO, CFO, COO, CIO
Head of Coroporate
The role of communication
What do they
DO today? Why?
How do we
change their behavior?
of person, group, society
What do we
want them to DO?
“Designer (Business Leader, Marketer)
is master storyteller whose skill is measured
by his or her ability to craft a compelling,
consistent and believable story (narrative)”
“Change by Design”
Tim Brown, IDEO
strategic story (narrative)
Articulate aspirations and expectations
Make us feel safer
Motivate / mobilize / recruit
Are key to changing collective action
Essentially, a story expresses how and why life changes
Where strategic stories come form?
Creating Strategic Narratives
Focusing on people and society,
rather than us.
Insights. New perspectives.
The role of strategist (leader)
is to design conditions that creates
better opportunities (conversations)
to re-imagine our future
6. Economics & Logistics
9. Information and Intelligence
10. Strategic Theory and Doctrines
15. Friction, Chance, Uncertainty
via Lawrence Friedman "Strategy. The History"
Knowledge & Models
and history Practice
Theory, Mental Models, Applications
Trial and error, learning,
Digital, Analogue, Physical, Mental
Personal professional growth
is a non-negotiable
and the key to growth
Professional Services Firms (PSF)
There are NO shortcuts. There never will be.
"Reading is for
! Imagination ! Empathy ! Insights ! Mental Models ! Theory !
have to do
= Hegarty on Advertising =
Creativity (business) is expression of self.
and your work will be interesting
+ [zz] Dig deep and your work will be meaningful
+ [zz] Have your own beliefs, theories and stands