What the heck is strategy?

The misconceptions (aka some over simplifications)

Strategy isn’t discovery — which seems to be a popular opinion in the creative world. I’ve seen both young and seasoned brand designers make that very mistake. Discovery is just that: discovering. Discovering why the prospect feels like they have an issue. Discover whether they can palpate their business, discover their thought pattern, discover if you have synergy.

Strategy isn’t a questionnaire — and a questionnaire will also not solve a client’s problems. A questionnaire, in fact, is asking the client to do your work as a strategist without you. You are the one who should be voicing those questions, navigating the issue together with your client and educating them on areas they might be needing your help.

You write (and rewrite) the brief — same as above: if they knew 100% the problem they had, they wouldn’t need to hire you in the first place.

A strategy isn’t a goal — it starts with one goal or more.



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A post shared by Julia Braga – Strategist (@thejuliabraga) on


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A post shared by Julia Braga – Strategist (@thejuliabraga) on

One strategy shouldn't be exlusive of other strategies

A business is a symbiotic system. Even in an one person setting, it isn’t comprised of just one moving part. Ignoring and not knowing what’s happening with all the areas of the business you are working with can be as dreadful as not facilitating a strategy correctly.

Strategy is a way of organizing resources.

Whether it’s time, money, or humans, understanding the resources of a business or a person will allow you to deploy more efficient and bespoke strategies that can be applied on the course of a longer time.

The difference between strategies is clear

Despite being being connected to each other, they all play different roles in a business. Explore by hovering on the icons below (on mobile it will just a be list).

How to become a thought leader and grow an audience

When having unpopular opinions and using your turths and belifs is a strong strategy.

I’m really not original when it comes to this strategy. It’s not about being original, is about honoring your voice and your beliefs and connecting with people who can benefit from that mindset.

What is a thought leader?

A thought leader is someone who is comfortable speaking their mind and their beliefs in regards of their industry. They often say what people don’t want spoken aloud, or are very vocal about the hidden “truths” and how they experience things. They are often breaking paradigms, learned patterns, and current beliefs. They don’t hold anything back.

Who can become a thought leader? Why?

Industry leaders aren’t necessary thought leaders — you need to be heard first. In order to be heard, you will need to be comfortable being wrong and with the exposure. You need convinctions and ambitions. If you have both and you aren’t afraid to put yourself out there, you are ready to become a TL.

A thought leader will often attract like minded people and make an impression — which is great to build rapport and probably the best way to build an audience that will be like-minded. I always recommend this “strategy” of being yourself to your public when building your business.

Every business needs a face.

Steve Jobs. Tim Cook. Bill Gates. Elon Musk. I don’t need to say the name of the businesses, do I? Having a spokesperson — preferrably your founder, CEO, or if you are solo, you — will help your audience connect much deeper than just sharing content on social media without a human foundation. A person’s story is often a point where people will connect. For example, we know that Jobs and Wozniak started working on Apple in their garage and now the company is massive.

You need to have experience.

The Instagram carousel craze has surfaced with a lot of noise — and you can clearly point out the people who have experience to those who are regurgitating content from others. It’s imperative to have experience and to share what you have experienced, not others.

You need to embrace imperfection.

Putting your mistakes to light not only provides transparency to your brand, but it shows to your audience that you are where you are because you are imperfect — as we all are. It’s a journey, and you don’t have to get right every time. It’s also an opportunity for you to study your mistakes and help others in a similar situation avoid making them.

Your post doesn’t have to be perfect.

Your grammar doesn’t have to be perfect.

You don’t have to be perfect. 

You have to embrace the standards that make you who you are right now.

You have to embrace the vulnerability of putting your thoughts and work out there.