‘I’m a strategist.’ But are you?

The word “strategist” creates an expectation. Johna Burke is CEO and global managing director at AMEC Measurement and Evaluation . I have started asking a question when communication professionals tell me they are strategists: Where are research, measurement and evaluation in your strategy? Too often, the answer is, “We don’t have the budget.” I understand the constraint. I don’t accept the conclusion. You can be an exceptional consultant with decades of experience, terrific instincts and dee...