This post is designed to totally change the record this week. While John Lewis revived Where Love Lives – a 1990s anthem made for nostalgia – Rosalía released LUX, a record built for the future. One repeats what’s safe; the other redefines what’s possible. This is a story about creative repetition versus strategic reinvention – and what every brand or artist can learn from the difference.

What do ten thousand spoons and most brand strategies have in common? Neither are useful when what you really need is a knife. Let’s fix that.

Strategy isn’t broken - but we’ve let it become something it was never meant to be. It’s been bloated with buzzwords, mislabelled in meetings, and stretched so far it’s lost its shape. This post explores why that happened - and what it takes to make strategy fast, sharp, and genuinely useful again.

Great brand strategy doesn’t come from chaos. It comes from focus, space, and a clear head – not a calendar full of meetings or 12 tabs open. Here’s why multitasking kills clarity, and why your brand thinking deserves better.

Strategy shouldn’t be fluff, filler or fifty-slide decks. Learn why most strategy fails, and how to make yours clear, actionable, and fast.