Breaking and Entering Advertising Podcast #505 - Joe Burns | Getting Strategic
Nov 11, 2025
Joe Burns, Head of Strategy at Quality Meats, is a strategy thought leader known for his impactful LinkedIn presence. He reveals that real strategy isn't about long slideshows but about creating an edge through bold ideas. Joe discusses how AI is changing the strategist's role to focus more on crafting compelling narratives. He critiques PowerPoint's constraints, advocates for emotional presentations, and emphasizes the importance of distinctiveness and brand relevance in shaping successful campaigns. His journey offers insights into modern strategic thinking.
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AI Makes Packaging, Not Searching, Valuable
- AI turns research into conversational computing that packages information, reducing the value of pure information arbitrage roles.
- Strategists must focus on packaging insights into compelling, sticky narratives rather than hoarding data.
Ditch PowerPoint; Present Strategically
- Avoid long, slide-heavy decks and apply strategy principles to how you present ideas visually and succinctly.
- Use formats like carousel-style presentations to make strategic thinking more distinctive and memorable.
Edge Is Your Strategic North Star
- Edge is what you can do that others can't or won't do, and strategy should maximize that advantage.
- Identify brand truths competitors lack and commit to communications competitors won't attempt.
