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Chris Chaplin's avatar

Andrew, I love your framing of strategic planning as energising rather than hard, and change as evolution not revolution. Simple aphorisms, yet there's plenty of useful insights to be gained from each of them.

We read thousands of words a day, yet very few of us pay attention to the typeface those words are delivered with. Not so for Jobs: he'd have been introduced to the arcane world of font design as part of his calligraphy course. He'd have known that the choice of font (for example) can strongly influence our perception (think Marshall McLuhan's 1975 dictum "the medium is the message"). Why do official documents typically use serif but marketing materials use sans serif? Because the typeface (the medium) is our first – and often most critical – perception of the message.

We know that aesthetics matter. The "look" of a business can be critical to its success, whether it's the physical presentation (logo design, branding, office reception, staff clothing/uniform etc) or broader public perception (the metaphorical "look" – prestige, reliability, cheap-but-good, fun/rebellious/edgy, distasteful). I think this is much bigger than just a marketing/comms consideration. Andrew, I'd love to see a future article touch on how "the look" might fit within the strategic mindset.

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