LISTS ARE EVIL

Whether it is a list of traits and values pretending to be a Brand, or a list of actions and goals masquerading as a Strategy or a list of measures and interventions posturing as a Change plan.

But lists are your enemy. Lists are the evil fire spitting two headed dragon of Complexity and Confusion that you need to defeat, to uncover the treasure of clarity hidden deep under a mountain of information and to liberate the truth of the matter from the bondage of bullet points.

STORY IS YOUR WEAPON

your sword and your shield. Its laws and logic show you which dots to connect and how and why.