Strategy Is Your Words

by Mark Pollard

“Strategy Is Your Words” (available from the Sweathead website) is for people who like to think but probably think too much, people who are capable of empathy and introspection, and people who can handle absurdism.

They work in advertising, digital, PR, media, research, and in-house agencies. They also work in marketing. And they know they aren’t fully formed. They are under pressure to write creative briefs, to run workshops, and to create strategy presentations unlike any generation before them.

These people say the book is the first book they’ve read that sees them, that sees the daily struggles and thrills of what it is to think for a living in companies that don’t always understand them. They talk about hugging the hardcover version, of highlighting it and scribbling in it, and of using its techniques to win pitches and feel sane in their dayjobs.

**

“Strategy Is Your Words” is split into two parts. The first half is absurdist and delves into words that strategists often use in their heads–”clarity”, “lone wolf”, “impostor syndrome”, and “patience”. It discusses the importance of feelings, the burden of empathy, and what kinds of words stick in our heads.

The second half of the book helps strategists understand how to do their work. It defines words like “idea” and “insight”, it outlines the sixteen types of ideas in advertising, and it talks about how the ideas of a strategist are different from the ideas of a creative department. Then it introduces The Four Points Framework, a simple way to ensure strategic rigor under pressure, and it shares practical techniques for the job:

- How to identify the problem you need to solve
- How to write a problem statement
- How to write an idea
- How to write an insight
- How to help a workshop write an insight
- How insights and ideas are similar but different
- How to use a benefit ladder
- How to write strategy statements
- How to write a strategy story–a one-page outline of a strategy
- How to articulate a brand on one page
- The different approaches to a communications plan, and much more.

It features over 20 techniques with tens of examples and drawings. You’ll be able to return to it on every project and find something new to apply.

**

Please enjoy your time with the book and tell your friends about it. You can tag @markpollard if you share it.

Genres: Business, Design, Nonfiction

400 pages, Hardcover

Published August 11, 2020

Reviews

[Jillian Haney · Rating 2 out of 5]

I’m thankful that the author took the time to share his expertise on a pretty abstract subject, but I found the work ironically longwinded and meandering for a book on strategy and smart, efficient communication.

There was also a lot of negativity about corporate chaos and weak marketing departments. While I absolutely identify with this, it was more distracting and triggering than contextual and helpful for me.

[Vikki Ross · Rating 5 out of 5]

Welcome to your new work/life bible.

As a professional guide, you'll find frameworks, workshops, exercises and examples for use on the job. And part personal handbook, you'll be entertained and enlightened with thoughts and provocations, fantasy and optimism.

Step inside Mark's mind and make use of how generous he is with his wisdom.

P.S. It's beautiful verbally but also visually, so it's a joy to have and to hold.

[Pepe · Rating 1 out of 5]

Put it simple, this is not a book but the notepad of someone that loves writing and thinks that the more words the better.

[Steve · Rating 1 out of 5]

I’m sorry to say this book is a bunch bloviating nonsense. I really wanted to enjoy reading it, but the more I tried to read it, the harder it became.

I was barely able to read the first 100 pages.

[Max Burtsev · Rating 5 out of 5]

This is the first book on strategy of communication, which caused the desire to reread it long before the final page. This is philosophical treatise on what makes a strategist a strategist, written by a man, who knows the value of words. Kudos, Mark! Thank you for the wonderful dialogues I’ve had with you during throughout the pages.

[Dani · Rating 2 out of 5]

A good review of the ups and downs of strategy life in an ad agency, but I do wish there had been more structure to the book overall.

[Sabeen · Rating 5 out of 5]

A must-read for all strategists. Highly recommended.

[Jennifer · Rating 5 out of 5]

If you do any kind of marketing strategy in agencies, for brands or production companies serving brand s then you need this book. Mark Pollard has written the strategist's magnum opus. It is especially poignant if you are a strategist with a more creative leaning. This book is better for your emotional, spiritual and professional well-being than many years of Madison Ave. therapy. Pollard holds up a kind, understanding yet firm mirror to the face of any strategist struggling to be seen in the cult of advertising. There is clarity around the struggle, but he doesn't stop there - he points out the BS and then guides you in getting through it with your sanity AND career intact. This isn't about pointing fingers and heading out the door. This is about how to stay where you are and yet stay who you are at the same time. Unprecedented insights for these unprecedented times.

[Rod · Rating 3 out of 5]

You will be impressed with Mark's knowledge of marketing strategies, and his passion for it.

The book is straightforward in theory. It just gives you a few ideas on how to frame insights, come up with statements and share your ideas with the rest of your team. If you are in a senior position, you might be doing 80% of Mark's ideas.

After reading the first 150 pages of this book, I have found that it is long and wordy with a lot of buffer between points. In addition to being lengthy at times, these factors might need some editing for future versions as well.

Perhaps more emphasis should be placed on exploring digital products in the future. There is a massive opportunity for growth here, and it would help us learn about these topics as well!

This is a starting point book for anyone looking to get started with marketing strategy and design strategy. However, those interested in jumping right into it will also like the practicality of its content

[Elisa Chami-Castaldi · Rating 5 out of 5]

Wonderful book. A must-read for any brand strategist. It’s like that older, wise Planner you knew who had all the answers, and massive dollops of empathy and humour. And it’s practical. It doesn’t just speak in theory, it gives you tools, you can actually use to make stuff. Stuff that is useful and insightful for others. A Creative Strategy Bible if you will. It should be on every agency’s list of must-reads.

[Gigi · Rating 5 out of 5]

This book feels like you are talking to a friend, and it feels so easy to understand concepts that we try to overcomplicate in strategy and advertising. I enjoyed every bit of it and it helped me with my work, lateral thinking and even landing a job using the strategy framework. I got it when I first got into the industry, and it is definitely one of the must-reads! I also occasionally re-read some parts of it, which helps me with creative thinking.

[Ed Kennedy · Rating 5 out of 5]

If you do marketing, copywriting, or design, you will be interested in this book. It’s a provocative read that slowly boils you like a frog as the energy of the words rises all around you. Equal mixes creative and hilarious. A bit tough to read as an outsider as it uses industry terms and assumes familiarity as a marketer / ad agency professional.

[Mohammad · Rating 5 out of 5]

Love it. The Strategy Accelerator course helped understand the concepts and apply them more. I will have this as a reference for a long time. Great thinking, great words. Brings back the magic in creative strategy. I highly recommend if you want to love your strategist job.

[Nis · Rating 3 out of 5]

Section 1 rating: 1/5
The first page was dizzying. The first chapter, I thought, was ironic.

Section 2 rating: 5/5
Adore the way strategic thought processes are broken down and made into frameworks and exercises

[Ro · Rating 5 out of 5]

Mark writes with an assertive, limpid prose. I thoroughly enjoyed reading this book and will no doubt put some of these nuggets to use. Recommended.

[Jodi · Rating 5 out of 5]

Pollard saves

[Fadi Dada · Rating 5 out of 5]

A valuable and must-read book for all strategists looking to hone their craft.

[Matthew Kentmann · Rating 5 out of 5]

Mark Pollard is one of the smartest people I know. He is a lateral, creative thinker, one of a kind.

[Daniel Farias · Rating 5 out of 5]

The best book about strategy and the strategist life I've ever read. It talks about the rational and the emotional side of this craziest life of strategy.

[Massimo Curatella · Rating 4 out of 5]

I hate advertising.

[Chris · Rating 4 out of 5]

This book made me...want to work?

[Dinu Guţu · Rating 3 out of 5]

destul de incalcita si mult blabla motivational pentru o carte care tre sa fie despre claritate. mult mai buna pagina de insta a dlui pollard.

[Bohdan · Rating 5 out of 5]

These words are worth paper

Long warm-out, but full of true stuff till the end. I Love-to-have it on my bookshelf. 4 words more required

[Juan Serenellini · Rating 2 out of 5]

Un libro sobre las palabras que tiene muchas palabras.
Hay algunas ideas buenas y 'definiciones' que podés llevarte, pero el resto es medio palabrería.

[Heke · Rating 2 out of 5]

Particular approaches that allow new perspectives on basic aspects. I was expecting something different, more substantial, but the author himself confesses that it's not about the fussiness but about clarity at every stage.