Alex Smith is the founder of Basic Arts and is well known in the strategy industry for his counter-intuitive takes on business future.
Having spent his career advising brands such as The Economist, Innocent, and Hello Fresh on their positioning, he began to see flaws in the normal way we approach strategy, and so developed a new way of doing things by distilling the lessons of the elite few brands who get it right. He now works with some of the best talents from a combination of backgrounds to bring these ideas to every business.