01
Your Account Director Is Not Your Partner. Sorry.
There's a test I used to run in my head during client meetings. I'd look at the account director across the table and ask myself: if this client's business was on fire right now, would this person grab a hose or update the status report?
Client Servicing · Account Direction
02
Your Brand Strategy Deck Has 80 Slides. Your Brand Has One Truth.
I've sat through so many strategy presentations that I can predict the structure with my eyes closed. Consumer personas on slide 12. Competitive benchmarks on slide 23. "The Big Idea" on slide 47, buried after 46 slides of context that everyone already knew.
Brand Strategy · Campaign Development
03
Your AI Strategy Is a PDF. Mine Is a Working Prototype.
Every brand I talk to wants an AI strategy. What they actually mean is they want someone to tell them they're not falling behind. So they hire a consultant, run a workshop, get a 40 page roadmap, and feel better about themselves for a quarter.
AI Strategy · Marketing Technology