Strategists are the backbone of any great campaign. They uncover insights, define objectives, and build the foundation for compelling messaging. But too often, strategic writing leans heavily on logic and analysis, missing the magic that makes ideas stick.

So, how can strategists break free from foundational thinking and write more creatively? Here are some must-read books, courses, and exercises to help bring strategy to life with storytelling.*

Books to Inspire Creative Thinking

Made to Stick by Chip Heath & Dan Heath

A brilliant breakdown of why some ideas take off while others fade. Perfect for strategists looking to craft more compelling, memorable messaging.

Hey, Whipple, Squeeze This by Luke Sullivan

A must-read on advertising creativity, offering lessons on how to craft engaging, human-centered campaigns. I use this as my textbook when I teach copywriting classes and consider this to be The Bible.

The Art of Thinking Clearly by Rolf Dobelli

This book helps break rigid thinking patterns—ideal for strategists who need to step outside their analytical mindset.

A Technique for Producing Ideas by James Webb Young

A short but powerful guide that teaches a structured approach to creative ideation.

Steal Like an Artist by Austin Kleon

A refreshing take on creative inspiration, encouraging strategists to remix and reimagine ideas in fresh ways.

Online Resources & Courses for Creative Strategy

Exercises to Boost Creative Writing for Strategists

Sometimes, the best way to think creatively is to practice it. Here are a few of my favorite exercises to help shift from foundational to imaginative writing:

Reverse Brief Writing

Instead of solving a brief, write a disruptive one that challenges norms and forces new perspectives.

The “What If?” Method

Take a standard strategic statement and push it further with a “what if?” approach. (Example: What if this campaign had to work with zero budget?)

Forced Connections

Take two unrelated concepts and merge them into a unique idea—this technique often leads to breakthrough insights.

Six-Word Stories

Inspired by Hemingway’s famous “For sale: baby shoes, never worn,” this exercise helps sharpen brevity and impact.

Tone Shifting

Take a dry, functional statement and rewrite it in different tones (e.g., humorous, poetic, dramatic) to explore new ways of framing a message.

Final Thoughts

Strategists have the power to shape how brands communicate—but the best strategies aren’t just functional; they’re inspiring. By embracing creativity in their writing, strategists can move beyond foundational thinking and craft messaging that doesn’t just inform but captivates.

Ready to push your writing further? Try out one of these resources or exercises and start transforming strategy into story.

*Author’s note: I do not receive any compensation for products that I recommend. I should work on that.