Is strategy killing your capacity to execute?
When I saw the headline “Strategy is Partially Killing the Industry,” my reaction wasn’t just to agree or disagree. It hit on something we’re navigating right now.
As we move through the integration of our teams at Toast and Espresso, we’re hyper-focused on grounding everything we do in a solid strategic foundation. This article about Liquid Death’s VP, Andy Pearson, provided a fascinating, if provocative, lens on that very challenge.
It made me think about why so many brands default to bloated, slow, and performative strategy. My take? It’s often not about finding the best idea; it’s about building a “safety net” to de-risk an action. But what if that safety net itself is the real risk?
Pearson’s core idea is that “Liquid Death is the idea.” The brand is the strategy, and the rest follows from trusting the team and embracing experimentation.
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It’s a philosophy that resonates deeply with how we approach strategy at Toast. Our goal is always to make it actionable, not academic. We avoid impenetrably long pitch decks in favor of clear, usable frameworks that any member of the team—from a junior creator to a CMO—can actually use to make decisions.
This is where Liquid Death’s approach works. Their “anti-marketing” approach—using dark humor and embracing “disposable” work—is a masterclass in building the Intimacy part of the Trust Equation. By rejecting polished, “safe” corporate marketing, they are paradoxically building more trust with their audience, not less.
This would not work for any brand, but it works well for them and I am sure any marketing leader can learn something from their approach: Sell the smallest idea (which he explains in the article).
But this in-house-first model has a known vulnerability. Even a brilliant internal team, when left alone, risks “being too close to the forest” and simply “reheating” its own successful ideas. Without external inspiration, it’s incredibly difficult to maintain a fresh, disruptive edge.
That’s why, while I’m inspired by Liquid Death’s courage, I’m more convinced than ever of the hybrid model. A strong internal team is essential, but so is a trusted external partner who can bring in that crucial outside inspiration and perspective.
The article is a must-read for any leader who feels like their “strategy” is getting in the way of their creativity.
