prelude (n.)
"Introductory performance; a preliminary to an action event or work" (1560s), from French prélude "notes sung or played to test the voice or instrument" (1530s), from Medieval Latin preludium "prelude, preliminary," from Latin praeludere "to play beforehand for practice, preface," from prae- "before" + ludere "to play".
Ladies and gentlemen,
Here we all are, at the beginning of a new year collectively stuck in the accretions of the previous one. Though the outline of the track ahead is finally starting to materialize in brittle light cautiously peering in at the end of the tunnel, it also reminds us of how much further we have to travel in darkness. But – crucially – we are heading in the right direction.
Unfortunately, I am not entirely certain that the same can be said for strategy.
For all the public chest-beating and calls for courageous contrarianism, strategy in theory has remained largely unchanged for a very long time indeed, and strategy in practice is an almost altogether conservative affair behind locked office doors.
While this undoubtedly provides perceived security of consensus, it has the immediate downside of effectively rendering progress no different from inertia; even the most ambitious strategists end up but painting new layers upon old foundations. Unnoticed, meanwhile, are the cracks that are starting to form underneath. Alas, it is an inevitable fate for context-free rules created for a context-specific world to eventually break. And when they do, they break catastrophically.
In this newsletter, my intention is to highlight some of the oft-unconsidered weaknesses, challenge industry dogma and provide a different perspective when found to be needed. Not by making any claim to superior insight or knowledge, nor by provoking for the sheer sake of provocation, but rather in the hope that we might evolve together, a community of strategic thinkers looking to collectively get to a better place. Wherever that may be.
My approach, as one could expect by the newsletter’s title, will be one of praxis. While it is only by knowing the exceptions to the rules that one might truly master the game, such an understanding, presumes a pre-existing understanding of the rules themselves. Theory without practice is ineffective to the point of vanity, but practice without theory is inefficient to the point of improvidence – akin to attempting to learn how to read while refusing to learn the alphabet (to paraphrase Octavia A. Butler).
Praxis, which comes out of Aristotelian philosophy, therefore combines theory and practice into thoughtful, reflective doing. In strategy, it allows for both deliberate and emergent approaches, hypothesis and analysis alike. It lets us create boundaries when we deal with complexity and rules when the causal links are clear. And, crucially, it improves our odds of success in the real business world that exists outside of academic research papers, hyperbolic conference stages and self-aggrandizing Twitter arguments.
Indeed, I am genuinely excited about what is coming up – starting with the first proper edition soon to be arriving, called Ants and Decks – but there is one last thing I need to address before we can get to it: subscriptions.
As of this moment, there are effectively four subscription tiers: free, monthly, annual and co-founder (or annual plus, as I’m sure some streaming service would call it). Details of what each provides access to can be found on the signup page.
Going forward, so as to set expectations, paying subscribers will (in addition to archive access, a free .pdf copy of the 2021 Castlin Manifesto and so forth) get the newsletter delivered to their inboxes bi-weekly. Non-paying subscribers will receive updates whenever public posts are made. This should amount to once or twice a month but will depend on external factors.
The reason for this split is, to be blunt, wholly financial. Since I am now a fully independent consultant, I need to do what I can to make ends meet. Though I am entirely – genuinely – flattered by the fact that anyone would believe me to be worthy of their attention, I am also confident that they understand my decision.
Having said that, I have become aware that there are some who would like to pay, but currently cannot afford to. If you feel this may apply to you, please send me an email or reach out on Twitter, and I will see to it that you get a premium subscription without cost.
So, now that the throat clearing is done – thus ends the prelude. Let’s do this thing.
Onwards and upwards,
JP