The WARC Podcast 3 in 15: The future of strategy 2024
Oct 1, 2024
In this engaging discussion, Lena Roland dives into the findings of the Future of Strategy report, highlighting the struggles strategists face with recognition and value within their roles. She addresses the worrying decline in the perceived influence of strategists and the identity crisis stemming from traditional agency practices. The conversation also touches on the shift from time-based to project-based compensation models, the need for genuine customer insights, and the significance of maintaining human skills in an AI-driven landscape.
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Strategy Has An Identity Crisis
- Strategy is suffering an identity crisis with unclear role definitions across upstream/downstream and specialist/general tensions.
- This splintering may reduce strategists' influence and disconnect work from brand and business goals.
Time-Based Fees Undermine Strategy
- The dominant agency business model of selling billable hours undervalues strategic work and misaligns incentives.
- Many strategists prefer fixed, project-based fees to better reflect strategic value.
Burst The Strategy Bubble
- Burst the bubble by scheduling time to meet and observe customers instead of relying solely on dashboards.
- Use mixed methods, combining data with real conversations to enrich briefs and strategic insight.