At Basic Arts we believe one simple thing:
Your business does something nobody else can.
The problem is, if you’re like most businesses, you’ve never quite figured out what that thing is. You’ve tried various strategies, various propositions, various directions, but nothing’s ever felt quite it.
As a result you’ve always been held back from the kind of bold commitment which separates the iconic brands from the merely “adequate”.
At Basic Arts we will find that thing, and turn it into a strategy that will focus everything you do:
The outcome? A brand that defies comparison with its competitors, and reshapes its category so nobody ever looks at it the same way again.
Here are some of the common issues which prompt people to work with me:
Following huge category growth and shifts in the market since our launch in 1997, we asked Alex to help us reaffirm our meaning in the world, and position us to continue making an impact for the next 20 years.
The process was extremely thorough, bringing together all sides of the business, and gave us a fresh perspective on what we do. This in turn led to a vivid new direction, and confidence to move forward with a unified vision that is strategic, practical, and inspiring.
In sum Alex went above and beyond to help us take control of our territory in the market, and we can’t wait to continue the Eat Natural story.
Over the last 6 months, Alex helped us to focus our business’s mission, bringing it to a categorically new level. He thoughtfully and methodically took us on the strategic review journey, collating the information from us in such a way that allowed us to distill everything we stand for into a clear, massively worthy and scalable purpose.
I appreciate Alex’s approach that has the right balance of challenge and respect, and hugely value his contribution to what we do.
Our project with Basic Arts was one of the most impactful pieces of work we’ve ever done, and helped drive significant positive change to MOJU’s company strategy and brand. A close and collaborative relationship also helped us grow as founders and as a management team. Here’s to more interesting companies in the world!
Working with BA was illuminating, intellectually stimulating, fun, and unlike previous work we had done on our brand, led us to develop the strategy for the day to day running of the business. This has converted into revenue and created a marketing focus that feels completely in keeping with the values of the company.
Although we were experiencing solid growth, we didn’t know the exact reasons why, nor really what our bigger role in the market was.
We were looking to clarify this so we could refine our brand strategy, messaging, and overall approach – maximising the parts that were working and minimising the parts which weren’t.
By working with Alex we were able to settle on a clear and focused direction for the business, which we think should give it great presence in the market, and true commercial scale. The strategy has enabled us to fully align product, brand, and sales, and we’re now looking forward to activating these ideas, disrupting the market, and accelerating our growth to the next level.
I started Basic Arts following a career developing award-winning strategies for global brands such as The Economist, Innocent, and Hello Fresh.
Through that work I began to uncover flaws in the normal corporate strategic process. Even the very best tended to be disjointed and confused. A lack of true market fit was often papered over with superficial marketing spend, leading to shallow offerings which relied on brute force to succeed.
I created Basic Arts to remedy that, and help create a new generation of truly strategic businesses – who succeed by offering real value to people, the market, and the world at large.
If you want to learn more about how I approach strategy, and get some ideas of how you could apply it to your business, check out the downloads section of the site which features a selection talks and ebooks that will help you see things in a new light.
P.S. If you want to learn more about how I think about business, Check out my TedX talk.