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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.
22:18
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Quick takeaways
- Strategists are experiencing an identity crisis, feeling undervalued and struggling to align with client needs due to role fragmentation.
- The integration of AI in strategy development raises concerns about accuracy, prompting strategists to focus on enhancing the human element in their work.
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Challenges Facing Strategic Professionals
Strategists are currently facing a significant identity crisis as the role and value of strategy within agencies are becoming increasingly unclear. Many strategists express a feeling of being undervalued, with nearly half reporting that clients do not fairly compensate them for their work. Additionally, the industry is experiencing fragmentation, with various types of strategic roles emerging, which complicates alignment with overarching brand goals. This sprouting of specializations is causing some strategists to lose sight of the broader strategic picture, potentially undermining the effectiveness of their work in meeting clients' needs.
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