Resources for starting out in strategy, from Elmwood
Spanning industries like branding, advertising, design and more, strategists are the architects behind the big ideas that shape businesses and culture. If you’ve ever been curious about strategy – or want to hone your skills – global brand and design consultancy Elmwood is here to help. One of their senior strategists, Jade Horton, here draws on two decades of experience to recommend resources for getting started. Her advice? Find inspiration and opportunities in the world around you and learn continuously.
🧑💻 Books about human behaviour
To excel as a strategist, it can really help to understand how people think and behave. Go beyond tactical formulas and delve into books that uncover the nuances of human psychology and decision-making – like the following:
Thinking, Fast and Slow by Daniel Kahneman (Book)
This book is a seminal work on the two systems of thought – fast (intuitive) and slow (analytical) – and how they shape decisions.
Check out the book here
Alchemy by Rory Sutherland (Book)
This text explores the power of unconventional thinking and its potential to drive innovation and success in business, branding, and life in general.
Check out the book here
Nudge by Richard Thaler and Cass Sunstein (Book)
This is a guide to using small, intentional interventions to influence behaviour positively.
Check out the book here
Freakonomics by Stephen J. Dubner and Steven D. Levitt (Book)
An eye-opening look at the hidden forces shaping human behaviour and society.
🚀 Stories about branding
Behind every brand – legendary or otherwise – is a story to learn from. Dive into these narratives that shaped these companies and their leaders:
The Founder (Film)
Starring Michael Keaton as businessman Ray Kroc, this 2016 film depicts the story of his creation of McDonald's.
Find streaming options here
Shoe Dog by Phil Knight (Book)
This memoir tells the story of how Phil Knight started Nike and turned it into a £30 billion global company.
Check out the book here
Sweathead by Mark Pollard (Podcast)
Covering brand, advertising, digital and social media strategy, Mark Pollard's podcast dives into the minds of strategists. It's a treasure trove of agency insights and stories from industry legends.
MasterClasses (Video lessons)
MasterClass is a streaming platform that hosts hundreds of video lessons. There is so much content available on MasterClass. Notable listens include Whitney Wolfe Herd, founder of Bumble, and advertising icons Jeff Goodby and Rich Silverstein discussing creativity.
📚 Online Courses
No matter how senior you are, there’s always room to learn. From half-day deep dives into semiotics to foundational courses, continuous education is key. Here are a few to look into:
- APG (and their free YouTube content)
- IPA (and their free YouTube content)
- DBA
- 42 Courses
💬 Publications to stay informed
Keep up with the latest trends and insights by following trusted industry publications. Many of these provide a limited number of free articles each month. A few to follow:
Remember any industry-related press to your project will be invaluable as a strategist!
🖼️ Idea generation resources
Strategy also involves creative problem-solving. If you hit a mental block, consider these tools and approaches to inspire fresh ideas:
Deck of Brilliance (Online resource)
A free online resource offering 52 tools designed to help creative professionals generate ideas. Great for overcoming creative blocks and sparking new ways of thinking.
Check it out here
Moonshot Thinking (Game)
From X (Google's Innovation Lab), use their Moonshot Thinking game to reframe problems and think outside the box. It is a fantastic way to apply unconventional thinking to everyday challenges.
🌱 Inspiration from the outside world
Being immersed in social media – Insta, TikTok, and everything in between – is inevitable. But don’t forget to step away and soak in real life.
Inspiration often lies in the everyday moments we overlook. Walk the high street, visit supermarkets, or simply people-watch from a cafe. Take up hobbies, try meditation, learn a language, travel abroad or just explore communities beyond your postcode (if you’re in the M25, go beyond. Shift your perspective!)
By staying curious and engaged with the world, you’ll not only uncover fresh cultural insights but also fill your creative tank with ideas ready to be developed.
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Elmwood is a Creative Lives in Progress brand partner. Every year, we partner with like-minded brands and agencies to support our initiative and keep Creative Lives a free resource for emerging creatives. To find out more about how you can work with us, email [email protected]
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Written by Jade Horton
