117. Julian Cole's Blueprint for Strategy That Sticks

The real test of a solid marketing strategy is whether you understand it well enough to stress-test it, and actually use it to make a decision when it counts. And now that AI can spit out a "strategic" brief in seconds, that distinction matters more. Looking strategic and being strategic are not the same thing, and it’s starting to become obvious.

In this episode, James Lawrence sits down with renowned strategist Julian Cole, Founder of Strategy Finishing School and someone who's spent his career inside the rooms where PlayStation, Snickers and M&M's strategies were crafted to talk about what good strategy really looks like and where genuinely pivotal insights actually come from.

Key Takeaways:

• Julian's path from social and digital strategy in Australia to running strategy teams at BBH and BBDO in New York
• Why nailing the fundamentals matters more in an AI-powered world as the tools get ‘smarter’ and the bar for judgment goes up
• How to use AI as a sparring partner for strategy
• The four essential ingredients of any strategy: the goal, the problem, the insight and the solution
• Untangling business strategy, marketing strategy, brand strategy and creative strategy: what each actually does, and how they fit together
• What separates a genuine consumer insight from a nice-sounding observation, and why the best ones change how you see the problem entirely
• Practical, unglamorous ways to find insights you can get started with today
• War stories from behind the scenes on PlayStation and Snickers
• How smaller marketing teams can think more strategically without a dedicated strategist on staff
• Why the best strategies boil down to one clear idea that can guide creative, brand and marketing decisions

Guest:

Julian Cole is a strategy consultant and the founder of Strategy Finishing School. He's worked with global brands including Apple, Uber, Meta and Disney, and held senior strategy roles at BBH and BBDO in New York, where he worked on campaigns for PlayStation, Snickers, Bacardi, Mountain Dew and M&M's. Through Strategy Finishing School, he's helped thousands of strategists and marketers build the skills to develop, communicate and defend an effective marketing strategy.

You can follow Julian on LinkedIn.

Find Us Online:

• James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
• Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
• Rocket Agency Website: https://rocketagency.com.au/
• Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

• Hardcover: https://amzn.to/30O63kg
• Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.