mediator 2.png
 

FOR THE EGOS & OPINIONS

A Guide at the Start, a Mediator at the End
A well-crafted strategy isn’t just paperwork — it’s the compass that steers collaborators through the sea of “what ifs.” It grounds the work in intention and relevance, filtering out distractions disguised as shiny new ideas.

A strong strategy answers the essential whys and hows:

  • Why this direction — humorous or serious, light or dark?

  • Why this color, font, or effect?

  • Why swipe over tap, outdoor over mobile?

  • How does this tone, design choice, or prop align with our objectives?

  • How does it uphold our brand promise?

Without strategy, teams fall back on the hollow defense of “because I like it.” That’s when you need a mediator.

In truth, strategy is busy-thinking before the busy-doing. It’s about leaving titles at the door, investing in open discussion, and insisting on honesty paired with deductive reasoning. The outcome? Stronger team dynamics and an end product worth bragging about.

 
 
octopus.png
 

threads the needle

The Octopus Analogy
Too often, we’re asked to deliver creative solutions tailored to a single medium — an ad, a social post, a website — as if each exists in isolation from the bigger picture. Assignments get divided: you handle this, they’ll handle that. It may feel like sharing the workload, but without a discerning strategic lead and a common thread, the result is fragmented. And when the silo-born pieces are stitched together, the lack of cohesion is glaring. If the client’s logo is the only unifying element, you know there’s a problem.

Here’s the truth: social posts, packaging, websites, collateral — those are tactics. Tactics are not strategies. But with a strong strategy, tactics gain power and purpose.

Think of it this way: the tactics are tentacles. The “big idea” is the head of the octopus. Focus your energy there. Let the mediums emerge as natural extensions of the idea, not the other way around. Strategy threads the needle, weaving cohesion through every level and every touchpoint. Every visual element serves a purpose. Every word echoes the narrative. One story, many expressions.

So, have you hugged your octopus today?