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Strategy

Planning Cycle

Five strategy questions to ask yourself on repeat.

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Visualization
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?
What it is

Stephen King's 1968 model — the 'godfather' of account planning. Five questions lead to clear vision, barriers, opportunities and plan.

When to use it

When building a comms strategy, annual plan or brand restart.

How to apply

Cycle through the questions until each has a clear answer. After every milestone, restart the cycle.

Source: Stephen King, JWT Planning Guide, 1968

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.