Understanding the "products" of planning

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Planners, according to Faris Yakob, need an underlying philosophy to shape their thinking, alongside a related practical process that helps them solve brand problems.

The third component of their toolkit, he continued, involves "products". But rather than referencing the cars, packaged foods, credit cards, or multitude of other offerings that agencies attempt to move on behalf of their clients, these items represent the everyday instruments of the strategists' trade.

"What are the artifacts of planning? When the planning process occurs, what would you use and why?" Yakob, the co-founder of consultancy Genius/Steals, asked during a...

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