{ "media_type": "text", "post_content": "Hey friends, \n\nI’ve taken on our agencies community manager as a mentee, and am working with her to help her navigate working her way to becoming a Strategist. \n\nI’m developing a curriculum for her, but I was curious what things you wish you knew as your were starting your path in strategy, as well as what resources/books/influential thinkers you’d recommend me integrating into it? \n\nThanks in advance!!", "post_id": "5eae1b5d68537e0022acc0d0", "reply_count": 13, "vote_count": 11, "bowl_id": "58eed54c016cce0010bbe9fa", "bowl_name": "Strategy & Planning" }

Hey friends, I’ve taken on our agencies community manager as a mentee, and am working with her to help her navigate working her way to becoming a Strategist. I’m developing a curriculum for her, but I was curious what things you wish you knew as your were starting your path in strategy, as well as what resources/books/influential thinkers you’d recommend me integrating into it? Thanks in advance!!

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My old boss did this for me when I was a CM. One of the things I found most helpful was to browse the Effies and work backwards from final product to brief and unpack and strategy docs submitted. She also just flipped me all of her old briefs and the creative outputs and each week we’d unpack the brief and then discuss the work. Really helped me understand my job as a strategist.

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That’s awesome perspective, thank you !

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The books on Julian Cole’s reading list are pretty good. I think he even separated them based on level of seniority too.

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Totally agree ^ I’m trying to get into strategy as well and Julian’s list is super helpful

I’m sure there’ll be better suggestions than these, but this would be my starter list: Core Reading: - A bunch of IPA Gold winning effectiveness papers - The Long and short of it, Binet and Field - How brands grow, Byron Sharp - maybe something like Eating the big fish, Adam Morgan Follow: - BBH Labs - Mark Ritson Training: - Some of the free google training on analytics and insights - Find out which accounts are doing Qual research and see if you can get her to attend - Give her some client briefs and ask her to write the creative brief, coach her through a series of iterative feedback sessions on each.

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Mark Pollard just launched a virtual strategy summer camp for $10. Also having her follow Sweathead on Facebook so she can observe what other strategists are curious about and learning

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Flip over the equation. That community manager takes for granted something no one else in advertising strategy has: finding out how people use brands as part of their mediated identity, at scale of quant, without the bias of introspection. We recommend pollard for sure. Also behavior design / persuasive technology by bj fogg, “don’t shoot the dog,” by Karen prior, screenplay by syd field, and beautiful evidence / quant data by tufte.

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Everything you could want Julian Cole has outlined in some fashion. Subscribe to his newsletter and follow all the guides, reading list and things he recommends.

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Also, it’s amazing that you’re helping her. Good luck!

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Thanks so much! I appreciate the kind words and the recommendation. :) forgot about Julian’s list, so that’s a great call. And I just found my first few years in strategy I was left to my own devices to “figure it out.” And I hope by even spending an hour each week with her, maybe I can save her some time for passing along the lessons and mistakes I made along the way.

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Data stuff. Basic stats, Excel, stat sig, data visualization, etc.

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Lots of great suggestions - id just add to let them feel confident in bringing insights or observations from their specialty into the broader strategy process. Remind them it takes years to learn how to write a consistently good brief and that strategy is like any skill or muscle - you get better the more you do.

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Cultural strategy!

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