A no-BS Guide to Building a Strategy on the Fly
Let’s cut to the chase: What the hell is a strategy?
Everyone talks about it, few actually get it.
Strategy is not a pretty plan.
It’s not a to-do list.
A strategy is a set of decisions you make to stand out and win.
Decisions made with brains, data, empathy, and vision.
Moves that bring you closer to your goal while others keep guessing.
And when we talk about creative or marketing strategy, there’s one key starting point:
The problem.
Because good strategy doesn’t start with “What are we going to do?”
It starts with:
“What problem are we really solving?”
Nail the problem, and you’re already halfway there.
Step-by-step Strategy (No Fluff, Just Fire)
Inspired by legends like Julian Cole and Mark Pollard, here’s a simple, clear, and powerful structure.
Not gospel—but definitely a solid way to think sharper and act smarter.
1. Spot the real problem
Don’t start by designing stuff.
Start by understanding what’s going on under the surface.
Example:
“Sales dropped 20% last quarter due to rising competition.”
That’s not just a stat. It’s a red flag.
Why are we losing?
What are others doing better?
What decision can we make to flip this around?
2. Understand people and their context
Research isn’t about filling out forms.
It’s about stepping into people’s minds, hearts, and daily lives.
Example:
“Shoppers feel proud when they find smart deals.”
That tells you your strategy isn’t just about discounts.
It has to trigger that “I’m a smart buyer” pride.
3. Find a killer insight
An insight is a deep, emotional truth.
That one sentence that makes people nod and say, “That’s me.”
Example:
“People want to feel clever when spending their money.”
That’s direction.
Now you know what feeling to spark, what story to tell, what creative idea to chase.
4. Build a big idea that says it all
The big idea is your strategy’s soul.
A punchy, clear, unforgettable concept that anchors everything else.
Example:
“For the ones who don’t miss a trick.”
Sounds simple, right?
But it’s loaded with emotion: intelligence, pride, control, sharpness. That’s how you connect.
5. Nail your key messages
With your big idea in place, translate it into concrete, consistent messages.
With tone, flavor, and purpose.
Examples:
“Shop smart.”
“Choose wisely.”
“Nothing worse than overpaying.”
Different ways to hit the same nerve.
Now you’ve got a messaging architecture.
6. Pick the right channels—and use them well
It’s not all about Instagram.
Go where your people are and tailor your message to each space.
Example:
Social media, digital ads, email marketing, blog content.
And inside each one, define the moves:
Instagram campaigns, weekly newsletters, blog articles on smart spending.
7. Build a realistic execution plan
This doesn’t happen magically.
You need team, timeline, and budget aligned.
Example:
Launch the campaign on social in Month 1.
Push blogs and emails in Month 2.
Assign ownership. Don’t leave anything floating.
8. Track it and tweak it
A living strategy is one that’s measured, reviewed, and refined.
Nothing is set in stone.
Example KPIs:
Conversion rate, engagement, sales lift.
If something’s not working, it’s not failure—it’s fuel for better decisions.
That’s how real strategists roll.
Final words
Real strategy isn’t smoke and mirrors.
It’s about understanding, deciding, and moving with intention.
It’s about differentiating yourself.
It’s about finding the smartest, boldest path to win.
And most importantly, it’s about having the guts to choose.
Because strategy is also about saying no to 100 paths—
just to go all in on the one that actually makes sense.
If you’ve made it this far, congrats—
you’ve got a solid framework to build strategies that don’t just sound good.
They actually work.
