Good Brand Strategy Isn’t About Being Right — It’s About Being More Right

In brand strategy, I often see teams move forward when they feel pretty confident — when their odds of being right seem just above 50%.

But here’s the truth:

Being barely right isn’t good enough in high-stakes decisions.

The real value comes from pushing that confidence way higher — from 51% to 85%, for example.

Why? 

Because the impact isn’t linear.

The difference between probably right and very likely right can flip a third of your bad bets into good ones.

That’s why great strategists pressure-test assumptions, gather more insight, and ask tougher questions — even when things feel clear.

✅ More clarity.
✅ Fewer missteps.
✅ Stronger outcomes.

The goal isn’t just to move — it’s to move with confidence and precision.

—BJ

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