There’s a lot of jargon out there. Strategy is lot more than sentences full of multi-syllable words. Buzzwords aren’t going anywhere, but that doesn’t mean you have to use them to think more deeply about your clients’ business.

Strategy isn’t a secret. We just treat it like one.

HERE ARE THE RULES:

Every business has customers, and every great business knows its very best customers.

Relevance creates time. Knowing what people want at the right time means everything.

Getting to the truth doesn’t have to take six months or six million dollars. 

Tools are not a strategy. Data is not a strategy. Programmatic is not a strategy.

A lot of strategy content is difficult to understand. And that is not accidental. That is why I developed a curriculum that can be described as ‘no bullshit.’ There’s a lot of new thinking out there that’s very useful and worth teaching. But there are also a lot of techniques that have existed since Don Draper moved out west that are still viable in their own right.

Adam’s curriculum was developed after a long search confirmed there is no comprehensive resource that made sense for small agencies or internal departments. I consulted with academics, consultants, founders, CEOs, planners and thinkers to identify the key topics and “wrote the textbook” for myself. It’s used to train inside some of the biggest agencies in the world and on college campuses.


The strategy curriculum

My curriculum brings short, interactive lessons to make the learning stick. I teach you to do the work, not to tell you how I do it.

Marketing basics for strategy
How decisions get made – Behavioral Economics
3 Phases of Strategy:
Foundational
  Competitive Research
  Consumer Journey
  Personas
     Behaviors / Habits
     Psychographics
Campaign
  Brand Involvement   
  Role of Media
  Creative Brief
      Insights
      Goals
Post
  Research
  KPIs

Making the theoretical practical

Every part of this curriculum has been vetted and tested through real client work. What’s better, I don’t want to copy/paste training. I customize the training just for the needs of your team. I’ll even do a hands-on training with your team to develop strategic work for your clients – and let you take all the credit. 

The very hands-on curriculum includes marketing for strategists, how decisions get made, the three phases of strategy, competitive intelligence, consumer journey mapping, building personas based on demo- and psychographics, behaviors and interests, campaign strategy and measurement, the role of media, brands today, how to write a killer creative brief and consumer research.