Fiona talks to Alex Smith, the founder of innovative Strategy Consultancy Basic Arts.

A TedEx veteran, Alex has got some really interesting and different ideas around how a brand can create uncontested market space, how we should all avoid the current trend of 'Blanding', and how Brand Purpose has been hijacked.

I came across Alex's Ted talk when I was deepening my understanding of Blue Ocean strategy or how to compete in uncontested market spaces, and you can find it here.

Alex has a a great weekly newsletter and an email-based short-course that will stretch your strategic brain, which you can sign up for here