I’ve sat in many strategy meetings. And I am honestly frustrated by the overzealousness of some strategists who seem completely out of touch with how storytellers actually go about telling their stories.
Some of the ideas mapped out in content calendars by strategists who will never tell the story themselves all sound impressive—until we, the storytellers, begin the actual process of bringing those stories to life.
This might sound uncomfortable, but here’s my honest take: the obsession with strategy in PR and communications has, in many ways, boxed storytellers like us into corners. We’ve built walls around creativity in the name of structure.
But stories don’t work that way.
My best ideas never came from a 'content strategy' meeting. They came while I was jogging. While listening to Passenger. While reading something completely unrelated. While observing life around me.
Those unplanned moments—the ones no one could have put in a PowerPoint—are where the real stories live.