A Thought on Space for Strategy
Zoom and Remote Has Not Been Our Friend
Skate ramp at Red Bull offices in Santa Monica
I wonder if, if you were starting a strategy company or department in March 2026, your focal point would be on doing work via Zoom and remotely?
I think the argument is for a physical space that is designed around the specific needs of strategists and the work they do. I think less of a part of the boring, bland corporate office park or city center agency office building and more storefront in an interesting part of town. A space that is designed for collaboration as a team, with clients, and with consumers.
Much more open door, much more conversational cafe meets gallery than people in headphones on screens on Zoom.
I am really interested in hearing what people think and if there are any examples out there in the world.
Thanks for the provocation. It's a topic that I feel quite strongly about as it reveals much about our differing sensitivities to enrivonments and ways of working — key factors considering we're essentially in the business of creating collaboratively. Personally, I have two equally important modes that are iterative: the locked-in hermit; and the cosplaying detective. The former is a lonely game that comprises deep thoughts and, ideally, lots of pacing. When in the office, noise cancelling headphones and a fidget toy have to suffice. The latter, however, is where I am in my element. It's a team game that is best played in rooms with two or more minds abuzz, bouncing off each other. It's inherently social and preferable tactile (flipcharts, markers, etc).
In an ideal world, offices/workspaces would be set up to facilitate detective cosplay, but the importance of pacing hermit work would be accomodated through hybrid working arrangements that can be adapted to the project. Alas, no such world exists, so we use tools to help us zoom in and stop overstimulation. We also find makeshift collaborative spaces to ignite some sparks. As Strategists, divergent and convergent thinking are our greatest assets. Nurturing both is how we win, and the importance of environment in acheving this can't be overstated.