Why You Can’t Do Strategy Without Innovation

Phil Rowley shares his views on how successful planning depends on new thinking

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

In business, and in marketing and advertising, the word “strategy” is held aloft. It’s as if it is the most prized of all skill sets: It speaks of intellect and cleverness, of brilliant logistical planning and goal fulfillment. Occasionally, it even has a militaristic whiff about it, conjuring up images of attack formations and plans on how to outflank opponents.

But the word can also lose its meaning when it’s used in a vague and cavalier fashion.

Too

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