Understand
What is happening? Why is it happening? Who matters?
↓
Approach
Strategy begins with understanding.
We do not begin with “what content should we create?” We begin with the situation, the objective, the people and the evidence.
Define
What are we trying to change, and what evidence do we have?
↓Strategise
What is the strategic choice, objective and priority?
↓Communicate
What should people understand, believe or do?
↓Execute
Turn strategy into coordinated communication, campaigns and action.
↓Learn
Use response and outcomes to improve the next decision.
Human judgement is shaped by experience, experimentation and context.
Evidence + Experience + Context + Strategy + Execution = Impact
A strategic perspective