The Way

Lessons in strategic thought

How to make an innovative product idea go mainstream

There’s only one thing tougher than having loads of competitors: having no competitors at all. Although the presence of other brands similar to yours comes with lots of challenges, it’s...

Dare to be bad at something

The market, sadly, does not reward allrounders. When Andre Agassi was two years old, his dad taped a tennis racket to his hand so he could get in on the court, even though he was too young to...

How aggression creates iconic brands

Of all the things a business can aspire to, there is one I believe that outstrips all the rest: to be a case study. Case study businesses are those that other businesses return to, again and...

The problem with strategic models, and why I don’t use them

You wouldn’t build a house without a hammer. You wouldn’t paint a fence without a brush. And, in much the same manner, many people wouldn’t develop a strategy without a...

How Christmas helps us see time differently

Being a modern Western person, you probably subscribe to a linear perception of time. What I mean by this is that you see time as a straight line, stretching into the future, along which you...

Break invisible rules – the easiest way to stand out

Nobody likes to think of themselves as a follower. A sheep. As someone who slavishly adheres to the rules and behaviours set by everyone else. A herd animal, mindlessly marching in step...

Why are smart people so dumb?

“I would rather be governed by the first 2,000 people in the telephone directory than by the Harvard University faculty.” This quote from William F. Buckley summarises an interesting...

How moral posturing killed brand purpose

Nobody is more dangerous than people who think they’re the good guys. Every great atrocity of human history was fuelled by people utterly convinced of the righteousness of their cause. We...

Effort is the enemy – why hard work is overrated

Success and effort, we're assured, are inextricably linked. There is no success without effort, and (short of some cruel misfortune) there is no effort without success. You want something?...

The Way – an introduction to systemic strategy

Strategy is a word a lot of people have problems with due to its muddled usage over the years, particularly in business, however in essence its meaning is very simple: The path by which...

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