Addressing the human side of strategy is not just about culture. It requires focusing on the 'inside out' perspective by explicitly designing the company's operating model—its core tasks, processes, and collaboration methods—to support and execute strategic choices effectively and consistently.

Contrary to stereotypes, the best creative leaders possess a strong understanding of business mechanics. They use this knowledge not just for operational success, but as a crucial tool to protect their creative vision and build a robust, defensible enterprise.

Frameworks are not an innate way of thinking but a tool developed out of necessity. They arise when you must reteach or reuse a complex thought process so often that you create mental shorthand to avoid re-deriving the decision set every time. It's about crystallizing a process for scalability.

Creativity thrives not from pressure, but from a culture of psychological safety where experimentation is encouraged. Great thinkers often need to "sit on" a brief for weeks to let ideas incubate. Forcing immediate output stifles breakthrough campaign thinking.

True creative mastery emerges from an unpredictable human process. AI can generate options quickly but bypasses this journey, losing the potential for inexplicable, last-minute genius that defines truly great work. It optimizes for speed at the cost of brilliance.

The true danger of LLMs in the workplace isn't just sloppy output, but the erosion of deep thinking. The arduous process of writing forces structured, first-principles reasoning. By making it easy to generate plausible text from bullet points, LLMs allow users to bypass this critical thinking process, leading to shallower insights.

Employees often reserve their best strategic thinking for complex hobbies. By intentionally designing the work environment with clear rules, goals, and compelling narratives—like a well-designed game—leaders can unlock this latent strategic talent and make work more engaging.

The common practice of hiring for "culture fit" creates homogenous teams that stifle creativity and produce the same results. To innovate, actively recruit people who challenge the status quo and think differently. A "culture mismatch" introduces the friction necessary for breakthrough ideas.

The real danger of new technology is not the tool itself, but our willingness to let it make us lazy. By outsourcing thinking and accepting "good enough" from AI, we risk atrophying our own creative muscles and problem-solving skills.