Entry Point: Ayo Fagbemi, Strategy + Copy Director at Explorers Club

Stories of how members got into strategy

When was the first moment you realised that strategy was your calling? How do you get into it? 

In this story, I always credit Preety Mudhar and Paula Bloodworth from my time at Wieden + Kennedy. They both saw the strategist in me before I felt it myself. Preety said I feel like you are a strategist, my reply was - what is that? Years later, I’m still trying to figure it out, which is sometimes a gift and a curse. It is a gift as it allows for the role to flex as culture, media and our outlook on brands change, a curse as it’s taken me, and I am still on that journey of learning what to say yes to and what to say no when it comes to strategic tasks. The true definition of focus is what you say no to more than what you say yes to. 

What was the first major strategic decision you made in your career? How did you approach it, and what were the outcomes?

It is taking a risk to set up Play Nice. Although the journey is over, it taught me much about the power of atypical combinations in culture: design delivering climate crisis messages, museums celebrating new generations of musicians, and community leaders as creative educators.

1+1 did equal 3.  

Can you describe a mentor or figure who significantly influenced your strategic thinking? What lessons did you learn from them?

I’ve had many mentors throughout my career and am always seeking out people to learn from. Paula from W+K taught me absolute levels in strategy - it’s always not good enough until it’s great—an invaluable lesson to learn early on. Matt Tanter from Mother gave me the confidence to find my style with structure. Rob Campbell, the mentor to the industry, is the therapist with magical powers of provocation. 

In my journey now, I’m looking for a business mentor who has walked a similar path and can help you walk my path. 

In your journey towards becoming a strategist, what was the biggest challenge you faced and how did you overcome it?

Convincing large organisations to move, act, and transform themselves with the brand takes a healthy balance of understanding the external forces of the world of culture and navigating the halls of power internally. The main lesson here was building relationships and trust, knowing when is the right time to keep pushing and the right time to pivot.  

What book, article, or resource changed your perspective on strategy and why?

I’ve got a few favourites - Richard Russell’s Founder of XL Recording’s ‘Liberation Through Hearing’ is a must-read. The balance of emerging culture and commerce in this book spoke to me. 

Bernardine Evaristo’s Girl, Woman, Other is a masterclass in helping you to understand the multiple layers people have, which in strategy is so important people are often more complex or more simple than you first think.  

The Hard Thing About Hard Things by Ben Horowitz is a great business book that makes you understand great things are not made easily. 

Looking back, what advice would you give to your younger self about pursuing a career in strategy based on what you know now?

Don’t just ask any question - make sure you ask the right people the right questions. 

Know when to listen and when not to listen. 

Act now, but remember, the journey is long.

If you want to hear more of Ayo’s story, follow him here, and of course, follow us at @blackstratco