"A lot of strategy work has collapsed into two extremes: abstract decks that never touch the work, and rigid frameworks treated like religion, regardless of context. Neither survives contact with a real enterprise website project. Recently, a national B2B firm came to my agency after a failed website redesign. They had spent over a year in strategy mode: positioning statements, archetypes, pillars and a 120-slide brand narrative."
"The uncomfortable conversation was simple: You don't need more strategy. You need fewer, sharper strategic choices that show up on the page. So we did three things: 1. Cut the strategy document down to a one-page filter: who we serve, why we're chosen and what proof we have. 2. Reordered the architecture around how deals actually happen, not internal organizational charts. 3. Forced every major page to answer one blunt question: What decision is this page trying to move forward?"
Remaining relevant requires emphasis on craft rather than fear of AI or younger talent. Strategic craft, storytelling and practical AI literacy are core capabilities for branding and digital marketing. Strategy must be practical: avoid abstract decks and rigid frameworks, and focus on fewer, sharper choices embedded on the page. Large B2B website projects benefit from a one-page strategic filter, architecture aligned to deal flow, and pages designed to move specific decisions forward. Storytelling should address buyer questions and provide proof. Real AI literacy enables informed choices that resist hype and prioritize craft.
Read at Forbes
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