Everyone is a strategist

But Strategists are still important, I promise

Hey. Hi. Hello. This is the first edition of The Other 90. Today is a bit of an introduction - moving forward you’ll undoubtably see some tweaks and adjustments. Also, if you like what you read, share it! If you don’t like it, still share it, but I understand you’ll be doing so begrudgingly.

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Let’s start here:

Anyone that makes a decision based on the information at hand is a strategist, and that means literally everyone in the world is a strategist. So what sets a capital-S-Strategist apart from all of the people doing strategy without thinking about it? A Strategist is given the tools, resources, and (sometimes) time necessary to make that decision a more informed one.

But it’s in that fact - the idea that people are already out there making decisions daily based on the information they have - that makes strategy so beguiling. Because sometimes those answers, while not informed as much as they maybe should be, work! This means that to many people, the best strategies feel like a “no duh” moment - they are so seamless and simple that it’s a wonder anyone ever had to think about it at all. 

And there, my new friends, is the rub. Good strategy work doesn’t always show up, because good strategy work makes the context for an answer obvious. A good strategy sets the table in such a way that no one would ever put think to put the fork to the right of the plate ever again. When you’re lucky, clients recognize good strategy. But to people? Good strategy should merely feel like the experience of the right story, in the right place, at the right time.

What I want to create with The Other 90 is a place to share more of the table setting I have found useful & interesting. At some point, through some miracle of hard work and collaboration, walls like this…

…turn into stuff like this…

…and it’s the building of the submerged portions of the iceberg that make me most excited.

This post and the ones to come are by no means an attempt to “solve” anything, especially since I do not believe myself to be the most talented, learned or experienced strategist around. But I do hope it helps me work some things out, and that you recognize or contend with similar things, too. With time, I would love for this to become an outlet for your 90% as well, so let’s keep the conversation going on whatever social platforms you prefer.

Finally, thank you. I’m deeply pleased so many have shown an interest in this conversation (whatever this conversation turns out to be). Together, we’ll demystify the other 90.

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Bergy Bits

Bergy Bits are icebergs that are under 5 meters in size, so this area is for tidbits I find interesting.

• A definitive look at TikTok’s biggest star: its algorithm

• I enjoyed this recent Dazed report on the future of youth culture

• Been thinking a lot about how working from home hurts our newest colleagues and is stunting the growth of junior strategists everywhere

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Growler

Growlers are icebergs under 2 meters across. This is where I’ll share a parting quote or thought.

“You should make your logo an iceberg.”

- My brilliant wife after I explained the name I wanted to use for the blog

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The Other 90 is written by Rob Engelsman, a former baby model now leading a team of strategists in New York City (some other stuff happened in between). You can find him on Twitter, Instagram, & LinkedIn, and honestly if you yell really loud near Queens he might reply.