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Practice
Strategy
Deciding who you are for, what you say to them, and what you are not going to do. The decisions that make everything after them cheaper.
Booking — Q4 2026
↘ Sounds like you
You are busy, but you could not say that any of it points the same direction.
You have been told to do more marketing, without anyone saying what for.
Every decision starts the same argument from scratch.
What it is
Strategy is deciding who you are for, what you say to them, and — hardest of all — what you are not going to do. It is a small number of decisions made deliberately and written down, so that every choice after them gets faster and easier.
Why it matters
Strategy is what makes the other three cheaper. Paid promotion without a clear audience burns money on the wrong people. Content without a position says nothing anyone remembers. Measurement without a goal produces numbers that do not mean anything. Strategy is not the expensive part — it is what stops the rest becoming expensive.
What good enables
Saying no quickly. Briefing anyone — an agency, a freelancer, me — in ten minutes rather than a workshop. And knowing whether something worked, because you agreed up front what working would look like.
↘ What's included
01
Positioning
What you are, who it is for, and why anyone should care.
02
Customer & market clarity
Who actually buys, what they weigh up, and who you are really competing against.
03
Channel & budget planning
Where the money goes, in what order, and why.
04
Priorities & sequencing
What happens first, what waits, and what gets dropped.
How it works
A typical engagement
First fortnight
Get the inputs
Conversations with you and anyone who touches your customers, a look at what you have already tried, and an honest read of the market you are actually in.
Week three
Come back with a view
A recommendation with reasoning you can argue with — not a menu of options handed back for you to choose between.
Week four
Pressure-test it
We work through it together and land on something you genuinely believe, because a strategy you do not believe will not survive contact with a busy week.