The Imposter Syndrome of a Strategist: Paid to Sound Certain in an Uncertain World

The Imposter Syndrome of a Strategist in an Uncertain World

In this thought-provoking article, Inamangwe Mtumtum explores the growing imposter syndrome faced by strategists working in an increasingly uncertain world. Against the backdrop of South Africa's economic challenges, unemployment, rising living costs, and shifting consumer behaviour, the article argues that brands must move beyond superficial empathy and embrace authenticity, accountability, and a deeper understanding of consumers navigating com…

The Imposter Syndrome of a Strategist: Paid to Sound Certain in an Uncertain World

There is a strange performance built into strategy. We walk into boardrooms, project slide decks onto screens, clear our throats and speak in the language of confidence: "The consumer wants, the market is moving, the opportunity is clear, the brand must," says Inamangwe Mtumtum, Senior Integrated Strategist at Boomtown.