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 the Dark Mode missed
“Everything starts to look like everything else—not because of shared meaning, but because the system demands it.” Kyle Chayka, Filterworld
The Power of Quiet Influence
After over a decade of desperately seeking virality, we’ve reached a point where there are entire agencies promising it by design. To which I ask: if anyone can buy virality, why bother?
Curiosity as a Strategy
What if the most powerful strategy isn't having all the answers, but asking better questions?
In Conversation with Orsola de Castro
This industry has absolutely zero intention of being disrupted. I used to say the same at the start of fashion revolution. That's disrupt, disrupt, disrupt. I have completely changed my tune and my tone.
Now I say that the only way is to construct.
Literacy is in Decline. Here’s how we Revive it.
Seeing such a data set can feel shocking and overwhelming, but change is a constant and we can always turn things around. That’s not to say it can be reversed overnight, afterall, the decline itself was over the course of a decade. It will take some time and effort. But we also can’t sit back and wait for policies or schemes to come into effect. We can’t let literacy become a luxury.
Creating Community in a Fragmented World
Empathy is not built via fragmented content. All we do is create content for fragmented landscapes. Take care what technologies you use, because your consciousness will, over time, come to be shaped like those technologies.
In Conversation With Safiya Allaf
“I think it's about helping people realise the value of their actions, realise their own power, right? Everyone thinks, well I'm just little old me, what difference am I going to make? Or there's that kind of like, you're just pissing in the wind. Like whatever I do is not going to make any difference.”
What Would it Take to Change Your Mind?
When we approach transformation with rigid certainty, we limit possibilities. When we approach it with flexible thinking, we expand them.
Content Strategy 101: Breaking Free From Beige
A proper content strategy is really not about hitting arbitrary posting quotas or being everywhere, all the time. It's about creating long-lasting narratives that resonate deeply. It's about understanding that sometimes the most strategic move is to say less, but say it better.
The Rebrand of Upcycling
The case for rebooting our perception of the word left in 2010. Language shapes reality. Our vocabulary choices influence perception, which drives behaviour.
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.