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The one thing that would transform any business on the planet is the one thing 99% of them simply don’t have. Not only do they

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

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

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

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

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”

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.

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,

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

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

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

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