TBT: On Building Strategy That Actually Works
Not long ago (yikes this was almost 10 months ago, so much has changed), I sat down with Josh Bachrach on the Touchpoints podcast to talk about something I think about constantly:
What does it really take to build a media strategy that delivers?
Not just on paper. Not in theory. But one that actually works—drives growth, aligns with business goals, and respects the audience on the other side of the screen.
The conversation dug into the stuff most strategy decks skip over:
How do you align insights with real-world execution?
How do you balance performance pressure with creative risk-taking?
And how do you build a strategy that respects client needs without defaulting to safe, cookie-cutter plans?
Spoiler: it’s part data, part instinct, and a whole lot of ruthless prioritization.
Because anyone can write a brief. The hard part is knowing what to fight for—and what to let go.
We also talked about what it means to lead strategy inside an agency—how to navigate client expectations, shift internal thinking, and build media plans that are grounded and brave.
If you’ve ever wondered how I approach planning, how I think about performance, or what it means to lead with strategy in today’s marketing landscape—this is a solid peek into that mindset.
And if you’re building something that needs more than a templated plan—let’s talk.
