The Strategy Finishing School is an online platform with over 2000+ members from leading brands and agencies including Google, Netflix, New York Times, Facebook, DDB, Droga5, and W+K.

It is designed for people who have never been formally taught strategy but find themselves in a role where strategy is in their title.

With over 80+ lessons that are updated monthly and a thriving online community, the School is perfect for strategists who are looking to fast track their career.

Master the skills of strategy needed at the 3 levels of your career

The modules help you at the three levels (Strategist, Strategy Director and Head Of Strategy).

Chapter 1 – Strategy Fundamentals (Strategist)

Chapters 2-8 – Research, Insights, Briefing, Brand Strategy, Comms Planning, Advertising Effectiveness, Business Strategy (Strategy Director)

Chapters 9-11 – Diplomacy, Management, Selling Strategy (Head Of Strategy)

Save your time with templates you can copy/paste

You will have access to the Strategy Finishing School Library, which is a Google folder containing presentations and templates that have saved Julian and other strategists hours of presentation creation time.

You can copy and paste templates including strategy set up decks, content strategy, scoping strategy, comms planning, strategy department vision, to over 100+ frameworks that are designed for you to swipe and save.


Course Modules & Lessons

Strategy Fundamentals

What is strategy?
Writing a strategy
Different types of strategy
Managing Downtime
Short Sharp Strategy
Who’s Who In Agencies
Strategy In Under An Hour
Helpful Strategy Resources


Kick Off Questions
Strategy Scrapbook
Art of Interviewing Clients
Evaluating Data Sources
Validating Problems/Insights


What are insights?
Insights vs. observations
Flipping Insights
Polishing Insights
Adding Tension

Creative Briefing

How to write a creative brief

Sacred Six Brief Template

Tactical Briefs

Single Minded Proposition

Biggest Mistakes With Creative Briefing

Giving Creative Feedback

Tips for Briefing Remotely

Brand Strategy

What is Brand Strategy?

Brand Frameworks

Brand Benefit Ladders

Brand Architecture

Brand Archetypes

Comms Planning

What is Comms Planning?

Consumer Journey Tools

Consumer Journey Mapping

Comms Framework

Comms Planning Questions

Tactical Briefing

Articulating An Idea

Idea Formula

Building Out An Execution

Campaign Ecosystem

Content Strategy (Annual)

Framework Factory

Innovation Checklist


Advertising Effectiveness

How Advertising Works

Cogs of Marketing Effectiveness

Mental And Physical Availability

Distinctive Assets

Category Entry Points


Different Types of Measurement

Creating a KPI Framework

Business Strategy

SWOT Analysis

Reading a Financial Report

Proactive Strategy

Growth Matrix
Business Strategy Models (Coming Soon)

Professional Development

Transitioning Into Strategy

Strategy Confidence

How To Get A Raise

Creating Your Pitch

Strategy Portfolio Website


Politics 101
How To Work With Creatives
How To Work With Media Agencies
Giving Creative Feedback
Designing Decks
Writing Presentations


Managing Planners
Strategist Interview Questions
Setting Up A Strategy Department
Setting Up A Strategy Department Vision
Scoping Strategy
Being Strategy About Resourcing

Selling Strategy

Scoping Strategy
Being Strategic About Strategy
Proactive Strategy
RICK Sales Model
How Agencies Make Money
Strategy Sales Models

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