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 bullsh*t.

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 (No Bullsh*t Strategy) and his consultancy (BasicArts.org), 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

Show Notes:

Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.

No Bullsh*t Strategy - Alex M H Smith

Atomic Habits - James Clear

Grenade Protein Bars - UK

Alex’s favorite recent good book - The Matter with Things by Iain McGilchrist