2. Digital Strategist’s Mental Toolkit:
The profile of a strategist_
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3. Key points_
What this section will cover:
• Definition
• Profile and skills
• Challenges
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4. Definition of a strategist_
Two distinct roles:
• Interpreting the now
• Interpreting the future
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5. Definition of a strategist_
• Understand consumer behaviour
• Understand the digital landscape
• Grasp a client’s challenge
• Bridge them all with an efficient and effective plan
• Measure, optimize and replan
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6. Definition of a strategist_
The curious generalist who seeks connections and clarity
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7. Curious_
A strategist:
• Asks questions more than they give answers
• Is open minded
• Actively seeks new perspectives
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8. Curious_
A strategist uses Informed Intuition:
“Well developed intuitive skills require well-deployed
antennae, considerable experience, and as much practice
at intelligently feeling the tone and potential of a complex
whole as skilled logical analysis and the use of the
scientific method.” Jerry Hirshberg
Source: The Creative Priority
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9. The generalist_
A strategist:
• Seeks knowledge across disciplines
– Cognitive science
– Business/marketing
– Technology
– Humanities
• Cultivates a T-shaped skill set
• Is respectful of other’s domain specific knowledge
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10. The generalist_
A strategist actively looks for inspiration from disparate sources:
“If my travels in the old world had taught me anything, it was
that aspirin, cotton clothing, metal pots and telephones are
fantastic inventions…airplanes had stretched my horizons; books
had opened my mind; antibiotics had saved my life; photography
had ignited my muse.” Kevin Kelly
Source: What technology wants
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11. Connections_
A strategist:
• Knows how to intelligently ignore
• Looks for a common theme
• Is able to connect the dots
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12. Clarity_
A strategist
• Seeks simplicity in explanation
• Uses evidence only as required
• Is respectful of the capabilities of the audience
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13. Skills_
• Coping with ambiguity
– In a project/solution
– In a brief
• Thinking on your feet
– Asking questions in return
– Stock responses
– Not having to answer every question
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14. Coping with ambiguity_
Ambiguity can be managed by taking a page from Cognitive
Behavioural Therapy (CBT)
• Ambiguity can lead to unbalanced reactions in a manner
similar to rogue moods
• ‘Hot thoughts’ spring up from the void
Source: Mind Over Mood; Dennis Greenberger
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15. Coping with ambiguity_
Use a variant of a ‘Mental Thought Log’ to seek evidence to
hedge against ambiguity
• Assess the situation
• Track automatic thoughts – assumptions
• Seek evidence that does or does not support
• Aim for balanced thinking
Source: Mind Over Mood; Dennis Greenberger
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16. Thinking on your feet_
Essentially, it is speed decision making.
• Pause
• Sense the urgency of the issue
• Identify the gaps and barriers – ask questions
Source: Sources of Power; Gary Klein
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17. Thinking on your feet_
Move towards a goal as soon as possible.
• Spot your leverage points
• Improvise
• Communicate intent
• No shame in deferring
Source: Sources of Power; Gary Klein
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18. Collaboration_
A strategist ‘leads from behind’:
• Acts as a progressive constraint generator
• Acts as a catalyst
• Is a guide that helps bring team members to the objective
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19. Collaboration_
“We don’t make the car, we make the car better”
BASF Tagline, 1980’s
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20. Presentation skills_
As presenter, you are the host.
- “The sign of a real host is that he or she makes their guests
feel comfortable”
- You are the host, not the guest
Source: Seven strategies of master presenters; Brad McRae
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21. Presentation skills_
5 presentation basics
• Be credible
• Be competent
• Be compatible
• Be caring
• Be dynamic
Source: Seven strategies of master presenters; Brad McRae
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22. Presentation skills_
Credible:
• Be honest
• Be authentic
• Clear about what it is in, and what is not
Source: Seven strategies of master presenters; Brad McRae
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23. Presentation skills_
Competent
• Establish it early
• Be clear about what it is based on
– Experience, research, synthesis of other work
• Manage expectations clearly
Source: Seven strategies of master presenters; Brad McRae
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24. Presentation skills_
Compatible:
• Establish contact
• Answer “Who are you?”
• Show what is common
Source: Seven strategies of master presenters; Brad McRae
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25. Presentation skills_
Caring:
• Focus on the individuals in the audience
• Success is achieved together
• Don’t speak. Serve
Source: Seven strategies of master presenters; Brad McRae
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26. Presentation skills_
Dynamic:
• Treat attention as a scarce commodity
• Be passionate
• Bring hope, motivation and energy
Source: Seven strategies of master presenters; Brad McRae
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