STRATEGY / INSIGHT / PRACTICE
Field Notes.
Useful thinking for the work ahead.
Ideas, observations, and practical methods for people making decisions about brands and businesses. A place to explore the questions behind the brief—and what it takes to turn a clear strategy into action.
THE FIRST NOTES
In development: two pieces on finding insight and making clear strategic choices.
01 / AUDIENCE INSIGHT
Finding insight without a large research budget.
Making disciplined strategy useful at different scales.
How to learn from conversations, existing feedback, and firsthand observation—and how to tell whether a promising observation can support a strategic choice.
02 / STRATEGIC CLARITY
What deserves a place on your one-page strategy.
Turning complexity into clear choices.
What belongs on the page, how the pieces connect, and how to make the result useful to the people doing the work.
What question is your team working through?
A challenge, a stuck decision, or something you think deserves a closer look. Bring it to me.