stratscraps v178

"Don’t make this a transactional thing"

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While it wasn’t exactly what Rumelt had in mind, I like to use his Strategy Kernal framework for creative campaign work as it is so simple.

But it can easily make things over complicated if you aren’t careful. Here are the three pieces of the framework and who is typically responsible when you apply it to a creative campaign context.

A guiding policy can be a campaign strategy. But you could also define a creative platform as a guiding policy. Any of the following could actually qualify;

• “build an association with _______”

• “our campaign platform is ______”

• “the message we need to communicate is ______”

• “Everything we do should ______”

• etc.

You could also think about it like this:

In some instances, “A” is whats needed. Often it is either “B” or “C.” I’ve worked with plenty of good creative teams that were perfectly capable of “D”

What you want to avoid is either of these:

You can’t have two sets of guiding policy or coherent actions.

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I start and abandon so many slides decks that I stumble across the discarded carcasses of old ideas more often than I’d like to admit.

For example. heads up, this is just like 9 slides of screenshots from a book I like.

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Strategy Freelancer Feedback

Last week, I asked people who have hired freelancers to answer a couple questions about their experience. I hardly found the responses surprising, but still enjoyed and found a lot of value in reading them.

As was the case with Creatives on Strategy, I think there is actually more value in reading the raw responses in full rather than a “main takeaways” – you never know what will be most relevant to you, but all of it is worth remembering.

See responses here:

And if you’d like to contribute some feedback, you can answer the 4 quick questions here.

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Kinda want to launch a strat_scraps merch store…

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Two side by side notes, saved separately from one another. Only looking back just now did I realize how related these two things are.

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Proposed new Old Spice scent

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next up on my reading list is…

Capital Hates Everyone

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WEEKLY MONSTER

i made a tray.