What do you expect from a junior strategist versus a strategist? How long do you expect a college graduate to be a junior strategist?

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Junior needs more supervision, takes 2-3x the coaching because everything is new. I expect them to pick up quite a lot of the day to day organisational stuff, so they get a feel for the flow and most important relationships. After a year they might commission and run small qual research, apply some tools... Hopefully by then they’ll also have found a ‘thing’ they’re really good at or care about. I just want juniors to volunteer for everything; listen, learn, have a point of view. 12-18 months in I want them to be telling me I might be wrong. If they’re right then I suppose they’re a strategist.

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Couple things that come to mind for a junior strategist: coordinate traditional and non traditional research, write guides, conduct downs and dirty consumer interviews, trend reports and presentations with a strong point of view

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You are junior until both the client and creative team trust you.

Another measure is if the client requests to have you in the meeting.

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Thank you! That was very helpful

So 12-18 months in you’d say that they are helping lead research but not necessarily leading full projects, correct? At what point would they be writing briefs?

@POP yes. Does also depend on overall scale and status of client/project, though.

Thank you!

Strategy is a practice—the more time you put into reading, using research tools, writing, etc the better you will be. I’m years into it and still try to make a noticeable improvement every year. I look for juniors to be curious, empathetic, and to show that they made an effort at the next step in their work. At a level up I’m looking for all of the above with a persuasive take on the next step and how they’d approach it. Using tools in a more artful way is also key—they should be beyond doing data runs and into using data to test assumptions, find tensions, etc.

Expect strategists to be able to figure things out and make the right decisions independently without hand holding. Some people get there faster than others, so time is irrelevant.

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