Two talks dealing with one point: no matter what you say, the quality of a strategy will always be gauged thru execution.
First point of view from planner Ana Andjelic explaining how strategists have to cope with real life problems to help brands create sense and utility.
It’s worth noticing that she opposes brand planner and engagement planner* from a problem solving perspective. The first starts from the brand and digs for brand driven insights where the second starts from the users and look for brand neutral insights. Top-down vs. bottom-up.
Another point of view coming from the adored Mike Bracken (Exec Director of Digital in the UK Cabinet Office). The guy behind the unified digital platform of UK government explains how the greater the problem is, the sooner you have to deliver something.
Around 7′: deliver first, strategize later. Couldn’t agree more. It’s not post-rationalisation. Delivering is pre-rationalization, either you’ll probably fail. One former client leading an IT firm once told us that worldwide, 2 of 3 IT initiated projects never saw the light because of delivering issue.
Let’s stop wanking and roll up our sleeves.
*For those who don’t remember, here is a great explanation of the difference between brand planning and comms/engagement planning (I hope this deck will be soon replaced by ours at BETC):