Episode 2: "Loud Shirts, Louder Strategy" with Julian Cole
Jan 22, 2024
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Julian Cole, a strategy guru known for his innovative approaches, dives into the world of strategists and creative collaboration with AI. He shares his journey overcoming imposter syndrome and the traits that define effective strategists. The conversation explores Spotify's clever 'Listen Like You Used To' campaign and the emotional connections brands can forge, like Snickers’ 'hangry' strategy. Julian also discusses the balance between creativity and entrepreneurship, emphasizing personal branding and the transformative role of AI in enhancing human creativity.
Julian Cole emphasizes overcoming imposter syndrome through the creation of the Strategy Finishing School, providing confidence and foundational knowledge to strategists.
Successful strategists require curiosity and the ability to simplify complex ideas, enabling effective communication within diverse teams and across various accounts.
The integration of new technologies and platforms like TikTok allows experienced strategists to leverage their insights, bridging knowledge gaps and enhancing their personal brands.
Deep dives
Overcoming Imposter Syndrome
Many strategists experience imposter syndrome, particularly when they are self-taught and lack formal training. This feeling can be exacerbated by the solitary nature of strategic roles, where individuals are often expected to perform without the necessary support or mentorship. Julian Cole, the founder of the Strategy Finishing School, shares that his own struggles with confidence inspired him to create a program aimed at helping strategists build their skills and overcome self-doubt. Through this initiative, he provides foundational knowledge and confidence to those embarking on their strategic careers.
Defining Key Traits of Successful Strategists
Curiosity, succinctness, and a clear framework of understanding are vital traits for successful strategists. Cole emphasizes that being curious allows strategists to learn and adapt across various industries, which is crucial as their work often spans different accounts. Additionally, the ability to distill complex ideas into simple strategies is essential, as strategic documentation should communicate effectively to all team members. Lastly, having a firm grasp of insights—defined by Cole as revelatory truths that reframe problems—is essential in devising innovative strategies that resonate with audiences.
The Importance of Collaboration Across Teams
Effective strategy is heavily reliant on teamwork and collaboration among creatives, account managers, and strategists. Cole advocates for strong interpersonal relationships within teams, arguing that the success of a strategy often hinges on how well individuals work together. He shares a personal anecdote where a positive working relationship with a media agency led to significant opportunities for collaboration and success in a campaign. This experience underscores the idea that fostering good communication and rapport among team members can greatly enhance strategic outcomes.
The Evolving Landscape of Strategy
The landscape of strategy has been evolving with the integration of technology and platforms like TikTok and AI. Cole highlights that seasoned professionals have a unique opportunity to leverage their experience on these emerging platforms, which are often dominated by younger creators with less industry knowledge. By sharing insights and expertise in these spaces, they can fill a knowledge gap while establishing a personal brand. This shift emphasizes the importance of adaptability in the rapidly changing marketing environment and the potential for experienced strategists to cultivate new audiences.
Creating Impact Through Education and Community
Cole illustrates the power of community and education through his Strategy Finishing School, which aims to improve the proficiency of strategists worldwide. He acknowledges the initial challenges of creating educational resources but emphasizes the importance of sharing knowledge in a structured format. By cultivating a community of learners who can exchange ideas and best practices, the school is positioned to drive innovation and excellence in strategic thinking. Cole's approach highlights the profound impact that educators can have in shaping the future of the strategic landscape and empowering the next generation of strategists.
Strategy guru Julian Cole talks about the role of the strategist, overcoming overwhelming imposter syndrome, creative collaboration with AI, memorable brand campaigns, why he wears loud shirts, and more.
