This is an excerpt from the 2021 Castlin Manifesto. To obtain the full e-book, become a paying subscriber to Strategy in Praxis.

As previously discussed, competitive considerations are often an unescapable aspect of strategy and, as a result, strategic evaluation. …


“There are more things in heaven and earth, Horatio, than are dreamt of in your philosophy.” William Shakespeare, Hamlet

“What does his lucid explanation amount to but this, that in theory there is no difference between theory and practice, while in practice there is?” Benjamin Brewster, The Yale Literary Magazine

Strategy first?


Life is the sum of all our choices, as Albert Camus once wrote. By extrapolation, history equals the accumulated choices of all mankind. …


This morning, Helen Edwards argued in Marketing Week that “[t]o create long-term, sustainable growth, brands need to stay ahead of the game by creating products and services consumers don’t even know they need yet.”

Her piece, to many, may come across as provocative. For example, Seth Godin famously once said…


The following is a draft preview of a certain small something to come. As such, it is subject to potential change, and likely to make up about 1/10 of the finished thing. With that said, enjoy.

The Fewer Assumptions the Better.

The reality of business is inherently complex and, as a result, strategic choice is risky. We will never be able to know for sure how our choices will turn out. It follows that, to paraphrase Phil Rosenzweig, the primary task of strategic leadership becomes to gather information and consider it…


The 1953 philosophical essay The Hedgehog and the Fox was, according to its author Isaiah Berlin, never meant to be taken seriously, but rather as an intellectual game of sorts. In short, it divides people into two categories: hedgehogs, who view the world through the lens of a single defining…


One of the cardinal sins in academic conversation is to utter the words “from my experience”. Inherently, they are unscientific. Similarly, the plural of anecdote is not data.

With that said, from my experience, most people who have seen 1997’s Good Will Hunting seem to remember one scene in particular…


As marketers, we know that among the most difficult things to gain are attention and fame. We may have the best value proposition in human history on our hands, but if nobody knows about it, it’s of about as much use as a chocolate teapot.

Perhaps that’s why so seemingly…


“So, what does that mean?”

The young woman sitting next to me leaned in. She seemed genuinely curious as she peered at me from underneath her summer hat, but, of course, men have been known to misinterpret women quite consistently throughout history.

“Huh?”, I eloquently replied, not taking any chances…

JP Castlin

Consultancy exec turned independent strategy and complexity management type. As seen on stage, on TV, in newspapers, in columns for @MarketingWeekEd etc.

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