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.
The Best Stories Outlast Algorithms
"We had been so focused on gaming the system that we'd forgotten who we were really trying to reach"
What do you offer that isn’t just ‘More?’
In the context of changing regulation and depletion of natural resources, it is fair to say volume sales become threatened and the social and environmental dimensions of sustainability increasingly converge with the economic one.
What Do We Want?
I don’t see the intent to action gap as a challenge, but an opportunity: because brands that successfully bridge this divide will not only capture market share but also foster long-term customer loyalty in an increasingly sustainability-focused market.
What’s Good? Shopping in the Age of Enshittification
There’s a bright side: if everyone is threatened by enshittification, then everyone has a stake in disenshittification…the potential anti-enshittification coalition is massive. It’s unstoppable.
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.