Whether it conscious or unconscious, there is always a Thesis behind what we invest our time and money into... I thought this piece was thought provoking and well worth the read.
Full Disclosure - In the spirit of transparency, I should mention that I have a strong bias on this issue. Over the years we've developed a unique approach to innovation and strategy here at Rampworth, and at its core is a belief that the underlying thesis is the most critical element in any strategy. To that end, we go to great lengths to help our clients "unpack" their assumptions and develop a shared thesis among key stakeholders. We firmly believe that the innovations and strategy's that emerge are far more profound than would otherwise be the case.