Notes
A weekly blog on marketing strategy, execution, and systems that compound — written for practitioners who actually ship the work, not just approve it.
The Creative Brief After the Strategy Brief
Someone forwards the positioning deck with a note that says let's bring this to life. The strategy is sound. The person receiving it is capable. And what comes back is off — because the document answered a different question than making requires.
Creative Is Rarely the Bottleneck. Decisions Are.
A project is late. Someone asks what happened. The answer, delivered with a small apologetic shrug, is that creative took longer than expected. But reconstruct the timeline with actual dates, and the making usually took about as long as it was supposed to.