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The Education Gap in Strategic Thinking - Alex M H Smith | 10x Your Team Ep. #469
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What happens when someone gets fired from both L'Oréal and Ernst & Young, then goes on to advise billion-dollar brands like Porsche? In this episode, Cam and Otis sit down with Alex M H Smith, strategy consultant and author of the bestselling "No Bullsh*t Strategy," who's made a career out of cutting through corporate fluff to help businesses find the clear, simple moves that actually work.
"Nobody knew what the hell I was doing because nobody understood strategy," Alex jokes about his time as a Chief Strategy Officer. But that lack of understanding is exactly the problem he's spent his career solving. From discussing why most businesses confuse strategy with "what are we going to do next" to revealing the difference between Blue Ocean Strategy and traditional strategic planning, this conversation explores what it really means to find your unique competitive advantage.
What makes this episode particularly valuable is Alex's candid discussion about the education gap in strategic thinking. He explains why there was no competitive pitch situation in his entire consulting career—because almost nobody else was doing real strategy work at the small business level. Whether you're a founder trying to escape me-too competition, a leader struggling to articulate your strategic direction, or simply someone who's read all the buzzwords but wants to understand what strategy actually means, Alex's plain-spoken approach provides a roadmap for replacing timid, complicated plans with bold, energizing directions.
More About Alex:
Alex M H Smith is a strategy consultant and author of the bestselling No Bullsh*t Strategy, known for cutting through the corporate fluff and helping businesses find the clear, simple moves that actually work. As founder of Basic Arts, Alex works with founders and CEOs to identify the unique value only their business can deliver—and turn it into a competitive advantage that customers can’t ignore.
His plain-spoken approach has attracted a global audience on LinkedIn and YouTube, where he shares practical, often provocative perspectives on escaping the noise of me-too competition. Whether advising billion-dollar brands like Porsche or fast-moving startups, Alex focuses on replacing timid, complicated strategic plans with bold, energizing directions that make sense from the boardroom to the front line.
Chapter Times and Titles:
Introduction: The Disastrous Start to a Strategy Career [00:00 - 04:28]
Welcome and meet Alex M H Smith
Fired from L'Oréal and Ernst & Young
The non-deliberate path to strategy consulting
Following (and failing at) corporate footsteps
From Advertising to Strategy Consulting [04:28 - 13:51]
Account planning and the strategic side of advertising
Starting a consultancy in 2006
The education gap: why nobody was looking for strategy help
"Nobody knew what the hell I was doing"
The Strategy Knowledge Problem [13:51 - 22:30]
Camden's question: buzzwords vs. real understanding
Blue Ocean Strategy vs. traditional strategic planning
Why most people think strategy is "what are we going to do next"
The flabby definitions that miss the point
No Competitive Pitches: Being the Only One [22:30 - 32:15]
Why Alex never had a competitive pitch situation
The plus side: blowing people's minds with real strategy
The challenge: a massive education job required
Pure play strategy consultants vs. small business reality
Finding Your Unique Value [32:15 - 40:12]
What only your business can deliver
Turning unique value into competitive advantage
Why customers can't ignore clear differentiation
The beauty of being Chief Strategy Officer: doing whatever you want
From Basic Arts to Global Audience [40:12 - 48:00]
Building a following on LinkedIn and YouTube
Practical, provocative perspectives on competition
Working with billion-dolla