The best planners seem to have an innate gift for uncovering consumer truths, connecting data with real-life behaviors, and solving complex problems.
But Faris Yakob – a co-founder of Genius/Steals, the consulting firm – believes most leading strategists are guided not by preternatural instincts or gut reactions. Instead, he insists, they can call upon a clear, consistent philosophy that shapes how they think about the world, interpret what they see, and effectively translate ideas into action.
Yakob – whose résumé includes strategic and innovation-focused roles at agencies such as MDC Partners/KBS+, McCann Erickson and OMD – further argues that the...