Used properly, no one outside the company will ever see your strategy. They shouldn’t see it… if you don’t come up with provocative ideas, your strategy doesn’t really mean anything. If your ideas merely repeat the adjectives on your pyramid, no one will pay any attention.
Great strategies yield great creative, and done right, the strategy will get no credit what-so-ever. Bummer, but that’s the way it is. No one ever said, “I love that brand, they have such awesome Powerpoint decks.”
[VIA: Division of Labor]