Brand

I think Liquid Death is the most significant case study of our generation – here’s why.

Most of the stuff I write is classical strategy schtick in a different outfit. At the end of the day supply and demand is what

How I Went from Getting Fired by Big Corporations to Charging Them $20,000 an Hour

When you think “high paid strategy expert”, my story is not what comes to mind. I have no qualifications I have no MBA I have

Struggling with your messaging? It’s easier than you think…

In this newsletter, I’m going to show you the easy way to turn strategy into world class messaging. Not just messaging actually – but world

What your advertising tells you about your strategy

Generally I’m very careful not to talk about advertising. It’s dangerous – for me especially. On a business level, I have to make sure that

Here’s a brainless shortcut that actually works

In a way the core principle of strategy is that there are no shortcuts. There are no obvious, off-the-peg, brainless things you can just “do”

Flood your ears with this strategy podcast bonanza.

A special treat this week, with not just one but TWO new podcast strategy-fests for your listening pleasure. Take your pick of which you fancy.

The shocking truth about marketing and strategy

This is a dangerous essay. It’s dangerous for you, because if you only grasp it casually it will take you further away from the truth,

The big misunderstanding about “brand”

Whatever most people believe about a subject, you can be sure that the exact opposite is true. It’s crazy how often this principle turns out

How a team of accountants created the greatest brand of all time

Like anyone, when I read a non-fiction book I’m looking for lessons. Stuff I can use, and of course stuff I can bring to you

Going deep on strategy with the Hungry podcast

An exciting change of pace this week, where I’ll give you a break from the essays and point you instead to my recent appearance on

The Way is now The Hidden Path, and here’s why

First things first: Yes, it’s still me, Alex from Basic Arts And yes, this is still The Way, the strategy newsletter you subscribe to

Strategy is a mess – here’s how you tidy it up

One of the main reasons strategy is needlessly confusing, is because the word itself is used to describe multiple different “things”. Although when we use