Category: Foundations

The fundamentals of digital strategy, including the definition of digital strategy, the role of the digital strategist, how to build a digital strategy and the attributes that make a successful digital strategist

Multiple agency relationship
Foundations

Episode 43: Among The Predators – The 6 Principles For Navigating Multiple Agency Relationships

It’s probably one of the most stressful parts of the job of the digital strategist; namely navigating an ecosystem of multiple agencies all executing work on behalf of the client. Under the wrong set of circumstances it can be wasteful, counterproductive, bureaucratic and frustrating. But when it is done well, it can be enormously rewarding and productive. Here’s your guide to surviving and even thriving … Continue reading Episode 43: Among The Predators – The 6 Principles For Navigating Multiple Agency Relationships

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Art Of The Pitch
Foundations

Episode 42: The Art Of The Pitch – Bringing To Life The Strategic Idea

An idea can move. An idea can inspire. An idea can make the difference. But that idea needs to be positioned, articulated and communicated in a way that will help an audience not only understand what makes the idea logically sound, it also needs to resonate emotionally. Understanding how to do that is at the core of the art of the pitch. And mastering this … Continue reading Episode 42: The Art Of The Pitch – Bringing To Life The Strategic Idea

Unknown's avatarNasser Sahlool3 Comments
Selling Strategy
Foundations

Episode 39: Selling Strategy – Solution versus Product

Product sale versus solution sale. What is the distinction, why is it important and how does it apply to strategy? I would argue that understanding the difference is one of the key strengths of a strategist, and leveraging that fact will make you more successful. So what is the difference between a product sale and a solution sale? Simply put, if you have a defined platform, … Continue reading Episode 39: Selling Strategy – Solution versus Product

Unknown's avatarNasser Sahlool2 Comments
Agency Introvert
Foundations

Episode 37: The Agency Introvert – Quiet Leadership In A Noisy World

Our industry loves the loudmouth. The relentlessly self-promoting, shameless, opinionated extrovert. Look at any awards list and it is consistently made up of the same people time and again. This is not an accident. Those that never tire of telling you about themselves seem to do well in an industry that is all about promotion. But we forget that at its core, our industry is … Continue reading Episode 37: The Agency Introvert – Quiet Leadership In A Noisy World

Unknown's avatarNasser Sahlool1 Comment
Global Digital Strategy
Foundations

Episode 35: Global Digital Strategy – Diversity With Purpose

Developing a global digital strategy is a task of immense difficulty and complexity, but also one of the most satisfying things you can work on in your career as a digital strategist. But while it can be rewarding, how do you plan and deliver a global digital strategy without getting swallowed up by the enormity of the task? Like all good things, it begins with … Continue reading Episode 35: Global Digital Strategy – Diversity With Purpose

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How To Manage Expectations
Foundations

Episode 34: How To Manage Expectations

It’s one of the most difficult functions of the digital strategist. It makes the difference between success and failure. And it defines your career. So why is it something that so many people struggle with? And how do you manage expectations while winning business and delivering profitable projects? First, why is it so important to manage expectations? Simply put, client expectations make up the definition … Continue reading Episode 34: How To Manage Expectations

Unknown's avatarNasser Sahlool1 Comment
Say No
Foundations

Episode 33: How To Say No And Maintain A Relationship

Digital marketing is complex. It’s also loaded with misinformation. That makes it hard to manage expectations, to maintain a position and to navigate competing agendas. In order to do so, from time to time it becomes necessary to say no. One syllable. Two letters. And yet it’s something that people in our industry hate to do. Many have a natural tendency to avoid conflict. Others … Continue reading Episode 33: How To Say No And Maintain A Relationship

Unknown's avatarNasser Sahlool1 Comment
Digital Strategy Story
Foundations

Episode 32: Telling The Strategic Story – Taking Your Audience Down The Rabbit Hole

“Make me care…emotionally, intellectually, aesthetically…just…make me care”. That’s Andrew Stanton, writer and director of the Toy Story movies and Wall-E explaining the key to great storytelling. Think about that statement and ask your self the last time you sat in a meeting about digital marketing and really cared. It rarely happens, and I believe the reason is that there is a lack of awareness about … Continue reading Episode 32: Telling The Strategic Story – Taking Your Audience Down The Rabbit Hole

Unknown's avatarNasser Sahlool4 Comments
Human Element In Digital Strategy
Foundations

Episode 31: The Human Element – The Catalyst In Digital Strategy

The era of the Mad Men is drawing to a close. The Math Men are in the ascendancy. Programmatic buying and marketing automation mean that the skills that matter today are the technical skills required to manipulate systems and software. And yet, in the rush to automate and optimize, we are increasingly overlooking the element that has traditionally been at the heart of our industry, … Continue reading Episode 31: The Human Element – The Catalyst In Digital Strategy

Unknown's avatarNasser Sahlool9 Comments
Stay Vital In Digital Marketing
Foundations

Episode 30: Stay Vital – How To Build A Long-Term Career In Digital Strategy

This year I turned 41 years old. Why does this matter? It matters because I work in an industry that is driven by image. What’s more, the sub-set of that industry that I have built my career in, namely digital marketing is one that is characterized by rapid change, speed and disruption, all elements that are associated with youthfulness. I can remember early on in … Continue reading Episode 30: Stay Vital – How To Build A Long-Term Career In Digital Strategy

Unknown's avatarNasser Sahlool7 Comments