Curious Strategy
A playful guide to serious brand leadership. Curious strategy is our substack exploring ideas, insights, and provocations from the intersection of culture, creativity, and change. Each piece is written to help brand leaders cut through the noise, think long-term, and move from reacting to shaping.
What if it just worked?
After years of talk about “diversity,” inclusivity has stalled at optics-only, creative opportunity is priced out of reach, and trust in systems is collapsing. What’s really going on beneath it all? People are done performing progress, they want proof.
Moving FWD breaks down the tensions shaping what’s next, and why brands that design for dignity, equity, and reliability will lead in the future.
From Revival to Remix to Belonging
This week in Moving FWD: London’s comeback, youth shifting from architects to followers, and the decline of big social all point to one thing: culture never really moved in straight lines — it only looked that way when gatekeepers packaged it neatly.
From Burnout to Trust to Tension
From creator burnout to the erosion of trust, the cultural signals are clear: the old extractive models are breaking down. Here are three shifts shaping how brands can build real, lasting value in 2025.
Creative Upheaval & The New Rules of Relevance in 2025
The Lyst Index Q1 2025 got it right in saying “One word can describe how the industry started 2025: turbulence.”
Soft Power 2.0
It sounds like the opening line of a terrible dad joke, but what do a what do a scholar, a pope and a musician with a piano on his back tell us about Power changing? Or better yet, what does a 90s geopolitical concept have to do developing your brand and content strategy in 2025?
Resilience & Future-Proofing Fashion
Recent findings from McKinsey reveal a critical gap in business preparedness: 84% of companies acknowledge being underprepared for current uncertainties, with 90% indicating room for improvement in their resilience capabilities.
Case in Point
Real-world examples of change in action. Where strategic thinking meets creative doing — stories of how brands turn uncertainty into opportunity.
Get in Touch
Change starts with a conversation. Let’s talk about what’s next for you.