STRAT_SCRAPS volume one hundred and fifty three

Less facts. More expertise.

if you typically read this in your inbox, apparently, it is too long for email. So in a world of endless digital goods, it will be truncated to save you from having to scroll too much.

I have been putting this off a bit.
Was motivated to get this vol started while looking for kayak fishing set up recommendations.

I stumbled across this result:

And you know what? THIS is the kind of information I want from the internet. The sharing of unpolished “here’s what worked for me” anecdotes and napkin sketches.

In this particular instance, I have no idea how you’d actually reel a fish in once caught, given the absence of a fishing rod or reel, but that’s beside the point.

The internet killed the idea of “more than one right answer”.

That has obviously been bad in many ways.

But some things don’t have one right answer. And in these moments, the internet is the perfect resource. But we treat it like a vault of answers rather than a sea of opinions.

LESS
“HERE’S THE SINGLE PROVEN BEST WAY + FULLY PRODUCED YOUTUBE VIDEO MADE POSSIBLE BY OUR SPONSORS”

MORE
“HERE’S WHAT I’VE BEEN DOING. SEEMS TO WORK PRETTY WELL FOR ME.”

(so forums I guess?)

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This is meant as an elevator pitch template for artists, but honestly works pretty well for setting up concepts

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Bernadette Mayer's List of Journal Ideas

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Ad spend is the rent a brand pays to stay alive.

– in your head and (therefore) in real life.

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I’ll often boil things down to “Strategy is WHAT” and “Creative is HOW”– because that’s how it should be most of the time.

But thats also not how it is most of the time. And there is something to be said for being prepared for how things are.

“The seat in front of you will likely recline. Prepare accordingly”

So the truth is, in most creative work streams…

Clients are the owners of “What” – they think in deliverables, not diagnoses.

Strategy’s job – when handed a “what” – is to make the “why” explicit…

Creative then gets screwed and have to provide a “how” that solves for the “why” but within the format restraints of a predetermined “what”¹

This tongue twister sucks.

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I have talked a lot about category implications. But what about the strategic implications for where a company is in its lifecycle? Also worth adding to the stew on violently conflicting variables.

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Some notes from the week:

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I may have used this last volume, but it still counts. Also worth unpacking if I haven’t already.

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here’s a thing I made once:

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My credo and my likely my downfall.

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true.

WEEKLY MONSTER?

There are no rules, so this counts.

1. (That paragraph makes no senses without context. It might not even make sense with context)