I hate the word strategy.

It might seem like a stupid thing to say coming from someone who, just a couple of months ago, literally picked his own job title and decided on ‘Strategy Partner’. But the truth is, it’s a word I’ve always struggled with. Not so much what it means (if it means much at all) but how it is used.

Throughout my career, the word ‘strategy’ has often been used by people to sound smart. And on many occasions it’s been used by people to make others look or feel inferior: ‘What’s the strategy here?’, ‘We need to be more strategic’. In all honesty, I don’t think anyone ever really knew what they were talking about. It’s a bit of a pompous word, used by many in our industry to look good in meetings and achieve sweet F.A., as my mum would say.

The word ‘strategy’ is often used by people to sound smart.

So, it’s safe to say I’m wary of the word. My ears prick up whenever I hear it in meetings and then I look out for the ‘Emperor’s New Clothes’ effect. You’ve seen it. Everyone nodding around the table, lots of long, convoluted sentences and people referencing so-and-so and such-and-such. In these moments it hits me that, despite all the words, nobody is saying much at all. In fact, nobody is even saying what is probably uppermost in their minds: ‘What is everyone talking about?!’. When the word ‘strategy’ rears its ugly head, more often than not, it has the opposite of its intended effect. Rather than helping to get to the point, it adds confusion and clouds clarity. Rather than providing direction it bamboozles and disorientates. Rather than creating action it causes inaction.

Thankfully, over the years, I’ve become pretty skilled at listening and picking up on the right things, filtering out the clutter and honing in on the stuff that can make a difference. And I’ve spent most of my career working closely with and learning from creatives, fascinated by the creative problem-solving brain. I think I’ve got good at fixing complicated problems, simplifying issues and finding a way forward (oh, a strategy you might say!). It’s at the heart of the way we do things at L-E-A-P. Strategy and creative working hand-in-hand to deliver better thinking and better work for the businesses and brands we help.

What’s the best way of getting from A to B?

We have a tendency to elevate issues in marketing and make it all sound much grander than it is. But in reality, we – like the real-life human customers we’re ultimately trying to communicate to - are simple creatures. We need to bring things back down to earth and provide practical solutions to problems that we can do something about, rather than add to the waffle. That’s how I think about ‘strategy’. What’s the best way of getting from A to B? And always being sure on the destination (the objectives and goals to achieve) before heading off. And then the great thing about the creative process is that it will get you there – it will find a way (just like Jeff Goldblum said in Jurassic Park). There’s no single right answer, but there are better routes and approaches, and we live and learn. But find an angle, find a story to tell, find something that gets everyone interested in the problem and your solution to it. Sell your own strategic sizzle. Be proud of your brief, your approach and what you believe is the right way to go. Embrace the idea that great strategy should be creative and great creative should be strategic.

So, why call myself a Strategy Partner? Because just as our business is based on partnership, our whole approach to brand development is based on the partnership of strategy and creative – defining the problem, setting the end-goal and working together to find the best way to get there, giving our clients the confidence to L-E-A-P. We call it Clever Creativity, but really there’s nothing clever about it at all. And besides, Unstrategy Partner just seemed a bit daft. 

To find out more about how Clever Creativity and unstrategic thinking can help your business, say hello@l-e-a-p.com or visit www.l-e-a-p.com.