Episode Description:
There are a lot of strategy documents in the world. Briefs. Decks.White papers. Books. According to Alex M H Smith, most of them are full of shit. Impenetrable, calcified, piled-high bullshit.

That’s because, despite all their words and charts and graphs, these so-called strategies fail to inspire action.

And that’s what Alex wants to change in the world of strategy. With his book and his consultancy, Alex is on a mission to help brands differentiate themselves through bold, decisive action.

Some of my favorite aha moments talking with Alex include:

• The difference between a bullshit strategy and a no bullshit strategy

• How to redefine your competitive set to create a category of one

• The surprising lies that most marketers believe when it comes to targeting 

• How to maintain differentiation when when copycats come in with commoditized claims 

• How to reduce your strategy down to just one word