Gareth Kay
Sep 5, 2018 · 1 min read

William, this is very fair and smart (as I would expect:)) I think a lot of the issues boil down to the inherent problem of words: they are a very lossy for of compression and ripe for a multitude of interpretation.

I hope we can reduce the amount of fluff but know this is probably a futile pursuit. The reality — and I think you point to this — is to always ‘show the thing’ and not be stuck in the world of describing the theoretical but showing what strategic decisions mean. My hunch is a lot of this is what got to the Collins work re-framing the Dropbox brand for example. To galvanize people with the magic, not just showing them with the logic of the trick.

    Gareth Kay

    Written by

    Founding Partner @chaptersf. Lucky to have Clare and Esme in my life. Unhealthily obsessed by music.