Why are we doing this? Because as an industry we're not taking strategy seriously enough. We've underinvested in it for decades. The result today is that strategy is in danger of becoming uncoupled from action. It's swimming ever further downstream, ever more disconnected from real businesses needs. It is being downgraded to a servant of other agendas, like ads and messages and awards. And yet the need for good strategy within both agencies and client organisations is more pressing than ever. In a world of flux and disruption, client businesses are hungrier than ever for clarity and certainty. Strategy is our only means of navigating the complexity of surviving and prospering amidst disruption. And above all, of effecting change on our terms. The world has need of more and better strategic minds. And we needed a hobby.