Empowering Strategy with Anna Laird
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Empowering Strategy with Anna Laird
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In this episode of Between me&you, Matt speaks with Anna Laird, strategy partner and people and culture lead at Stick and Twist, about her 20+ year marketing career and why she joined after burnout during COVID, bereavement, and an agency culture driven by selling head hours. Stick + Twist is built around value and impact, actionable strategy, and organisational readiness, with a flat, collaborative structure, heavy investment in training and coaching, and initiatives like the Stick and Twist Academy. Practical takeaways include two insight frameworks (the sieve and the mine), validating sources, and “story selling” to win stakeholder buy-in, plus sharing early and raw thinking and editing strategy to fit stakeholder needs.
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