The most elusive thing for strategists to learn is “what good looks like.” There’s a reason for this, and also a way to fix it.

Getting up to speed on a new client is something all strategists do, but in my experience many don’t do it thoroughly enough. I have a process to fix that.

So how long should a strategy take anyway? The correct answer is 4 weeks. And also 6 months. And also 24 hours.