The Insight Starts with the Outlook4A’s 2013 STRATEGY FESTIVALJEN BURKEYOCTOBER 29, 2013
ACCOUNT PLANNER@JENBURKEY
JEN BURKEY
ACCOUNT PLANNER@JENBURKEY
JEN BURKEY
The Goal
ACCOUNT PLANNER@JENBURKEY
Revitalize the role of strategy
JEN BURKEY
The Goal
ACCOUNT PLANNER@JENBURKEY
Revitalize the role of strategy
CLIENTS DON’T WANT TO PAY FOR IT
JEN BURKEY
The Goal
ACCOUNT PLANNER@JENBURKEY
Revitalize the role of strategy
CLIENTS DON’T WANT TO PAY FOR ITCREATIVES DON’T ALWAYS VALUE IT
JEN BURKEY
The Goal
ACCOUNT PLANNER@JENBURKEY
Revitalize the role of strategy
CLIENTS DON’T WANT TO PAY FOR ITCREATIVES DON’T ALWAYS VALUE IT
ACCOUNT PEOPLE TRY TO SUBSTITUTE FOR IT
JEN BURKEY
The Goal
“What do you do?”
“What do you do?”
“I work in strategy and research at an ad agency.”
“So ... you make Powerpoints?”
AND WHAT CAN WE DO ABOUT IT?The Problem
Lost In TranslationIT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE
ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T ALWAYS DEFINE OR UNDERSTAND WHAT THAT IS
Swiss Army Knife ParadoxWITH EACH STRATEGY& TOOL THAT WE ADD TOOUR ARSENAL, WE RUN THE RISK OF OBSCURING OUR PRIMARY PURPOSE
PROVIDE A POINT OF VIEW ON CONSUMER AND CLIENT REALITIES THAT CREATES
SMARTER SOLUTIONS
Primary Purpose
HOW DO WE MOVE FROM BEING A VALUE-ADD TO A VALUE ON OUR OWN?
Strategy&
WE, AS STRATEGISTS AND AS AN INDUSTRY,NEED TO INNOVATE AND INCORPORATE A
SPIRIT OF CREATIVE ENTREPRENEURSHIP
Beyond the Big Idea
IT’S NOT ENOUGH TO DO THINGS BETTER, WE HAVE TO DO BETTER THINGS
Solve Better Problems
CHALLENGE COMPLACENCY AS THE STATUS QUO
Be the Voice of Change
LESS JARGON, LESS LOOKING BACKRenew a Human & Future Focus
THE BEST WAY TO PREDICT THE FUTUREIS TO INVENT IT
Be the Architects of What’s Next
Be FearlessTOGETHER, LET’S MAKE THIS THE MOST EXCITING TIME TO WORK IN STRATEGY
Thank You
ACCOUNT PLANNER@JENBURKEY
JEN BURKEY
