In divided times, the loudest voices often drown out the most valuable insights. Real progress happens when people move beyond defending positions to examining them together. Strategy works best as a team sport that brings out quiet voices and curious questions.

What shifts when people choose curiosity over certainty?

"Here’s what we know after decades of helping brands find their voice in noisy markets: the best don't shout the loudest. They listen the closest. They ask better questions.."

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Recent research from McKinsey confirms what we've long believed about the power of story in business strategy: strategy sticks when the story does. A leader's ability to craft and communicate authentic stories isn't just a nice-to-have skill. Today, it's the cornerstone of effective strategy execution.

What happens when leaders treat every conversation as a chance to reinforce strategy through story?

"They understand that the intersection of story and their strategy is where growth happens. When leaders bring strategy and story together and clearly articulate that, organizations will find success in their markets."

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Organizations are creating content so generic that it crosses the line from bland to disrespectful. It’s what we call going "Beyond Beige." When teams use AI without strategic guidance, they put their voice on autopilot, creating real reputational risk. Smart organizations are beginning to implement frameworks that harness AI's efficiency without drifting into territory that undermines their expertise and values.

How can your organization mitigate reputational risk while capturing AI's benefits?

"Beyond Beige isn't about avoiding AI. It's about using AI strategically to amplify your story rather than replace it. When strategy guides technology, you get efficiency without losing authenticity."

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Generic content used to be just bland. Now we've entered territory where algorithmic efficiency has crossed the line into fundamental disrespect for your audience. When organizations go Beyond Beige, they skip the strategic work of understanding their story and choose convenience over clarity. The GPT-5 backlash revealed what happens when audiences reject content that's worse than generic.

What does it mean to stay grounded and tell your actual story?

"Staying grounded means respecting your audience enough to show up with something real. Not controversial. Not templated. Just clear, strategic communication that demonstrates you actually thought about the people you're trying to reach."

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Strategy often fails not because it’s wrong, but because it doesn’t stick. When strategy and story work separately, teams struggle to translate plans into daily decisions and sustained action. The intersection is where clarity happens and momentum builds. Sometimes, getting there takes an outside perspective.

What happens when strategy and story come together?

“When the story is clear, the strategy sticks. When the strategy sticks, people act. That’s how real results happen, and that’s what we’re here to support.”

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Travel has a way of reframing perspective. It gives you context, and that’s an important refresher for strategy practitioners. Good strategy doesn’t just live in data and theory; it lives in people, values, and culture.

What can travel teach us about strategy, connection, and our lived experience?

”Strategy doesn’t travel well if it doesn’t translate. And translation starts with understanding.”

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In moments of uncertainty, we look for stories that make sense of where we are and help us take the next step. Good strategy doesn’t predict the future. It gives people the confidence to move toward it.

What if clarity isn’t about knowing the whole story, but helping write the next line?

“These are the kinds of stories that remind us what good strategy actually looks like: not grand gestures, but steady, focused progress. Not waiting for the stars to align, but helping people see the next step and giving them the confidence to take it.”

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