From a moment to momentum: How embracing dynamic strategy will future-proof your thinking

The strategist’s craft is evolving from just presenting thinking to architecting organizational intelligence.

Strategy has always been the difference

Strategic thinking has always been the skill that moves business forward. The ability to crystallize, communicate, and execute a clear idea across complexity, markets, and teams has built brands, launched categories, and sparked cultural moments.

As Richard Rumelt wrote in Good Strategy / Bad Strategy, “The kernel of a strategy contains three elements: a diagnosis, a guiding policy, and coherent action.”

Those fundamentals haven’t changed.
The strategist’s role is still to find clarity, define direction, and mobilize action.
What’s changing - radically - is the medium strategy lives in.
It used to sit still on a slide. Now it moves, learns, and performs across systems.

Great strategists translate chaos into clarity. But today, clarity can’t move at the speed of culture.

The strategist’s job used to be to write the strategy and the story of a brand.
Now, it also needs to design the system that helps that story keep growing.
The craft is shifting from authorship to architecture, from writing decks to building intelligent systems that can think with you and your team.
This evolution means strategy isn’t just written anymore - it’s built.

At Momentus, one of our biggest aha moments came when we made every strategy dynamic.
The difference was immediate: sharper clarity, faster alignment, and teams that could act on opportunities in hours, not weeks.
When everyone had access to the right information at the right time, strategic thinking became contagious. It made the entire organization more efficient, and more strategically sharp.

For decades, strategy lived in decks, memos, and presentations - formats that made sense when communication was linear and change was slower.
Those artefacts were brilliant snapshots of thinking.
But snapshots don’t move.

Now, in an era defined by AI and always-on collaboration, strategy itself can evolve.
It can learn. It can adapt. It can be queried and shared in real time.

That’s the shift from static strategy to dynamic strategy - and it’s already reshaping how the smartest CMOs, planners, and agencies work.

What is dynamic strategy

Dynamic strategy is strategy that doesn’t stop thinking.
It’s a living system, built on memory, powered by AI, and designed to evolve.

Then: strategy was an artefact - a deck, memo, or plan.
It was signed off, versioned, emailed, and filed.
The moment it was distributed, it began to age.

Now: strategy is a system - living source of truth.
It’s codified with memory, fed by live data, and distributed across any format you need: a deck, document, chat agent, podcast, or workflow.
It learns as the business moves, and every action reinforces the strategy behind it.

Dynamic strategy doesn’t replace the strategist - it redefines them.
The role expands from presenting thinking to powering organizational intelligence, from writing decks to architecting systems that learn and evolve alongside the brand.

AI makes this possible. It connects thinking and execution in real time, turning insight into ongoing intelligence.

For the first time, the strategy doesn’t just describe direction - it drives it.

Why now

According to McKinsey, companies that refresh strategy dynamically are 32% less likely to miss emerging opportunities and twice as likely to outperform peers in volatile markets.
Peter Fisk calls this “strategy as a living system that senses, adapts, and learns in real time.”
Rita Gunther McGrath calls it “the end of sustainable advantage,” replaced by a world where flexibility is the only moat. And Gartner predicts that by 2026, 75% of CMOs will reallocate strategy cycles to real-time adaptive models driven by AI.

Dynamic strategy is how you lean into the future - a way to adapt faster than change itself.

The ingredients of dynamic strategy

A truly dynamic strategy system blends human taste with machine scale, powered by three connected forces.

1. Memory as source of truth
Your memory is what makes your strategy unique and real. It’s the connected layer that holds your brand’s context - the truths, choices, and insights that define who you are and why you exist.

We believe that your Marketing Memory Layer becomes your living source of truth: every positioning, audience insight, and framework stored and connected.
When memory is structured, everyone works from the same foundation.
That’s what gives your organization speed and clarity - because no one’s starting from scratch and everyone’s speaking from the same playbook.

2. AI as operating system
Once your memory is codified, AI becomes the operating system that brings it to life.
This can be a custom system, such as one built by Momentus on top of your preferred large-language model, or a network of agents designed to think, learn, and act from your strategic memory. These agents continuously sense shifts in culture, competition, and performance, feeding new insights back into the system.They don’t replace strategists; they keep strategy alive - ensuring it learns faster than the market moves.

3. People as architects
In this new model, your people become architects of strategy.
Strategists, creatives, and media teams evolve into O-shaped thinkers, connecting disciplines, questioning outputs, and guiding direction.
Their role is to ensure that the memory and the agents stay accurate, accessible, and distributed, so everyone can act with confidence.
They maintain the human judgment - the taste, intuition, and creativity - that keeps the system intelligent, not automated.

When these three come together, you don’t just get faster planning; you get living intelligence - a strategy that remembers, learns, and performs with every project, every campaign, and every conversation.

How dynamic strategy can help solve for the baton problem

No matter how good a strategy is, it can still fall apart in the hand-off.

One of the biggest problems in advertising, marketing, and communications has never been the thinking itself - it’s the communication of the thinking.

Every transfer of information - from strategist to creative, brand to agency, CMO to media, or HQ to market - introduces friction.
Kick-off calls, recap emails, comment threads, feedback loops, endless alignment meetings.
Each one adds time, interpretation, and delay.

That’s the baton problem - the moment where clarity leaks and momentum slows.

It creates tension and frustration inside teams, and for agencies, it quietly erodes margins.
The more complex the organization, the more hand-offs there are.
And the more hand-offs there are, the further the strategy drifts from the intent that sparked it.

In a world that moves at the speed of culture, this friction is fatal.
It’s what keeps good ideas from landing while they’re still relevant. It’s what turns opportunity into “we almost did that.”

Dynamic strategy solves for this.

By connecting every person and process to the same living source of truth—the same memory - you remove the drag that’s built into traditional workflows.
Strategy doesn’t just move faster; it moves with clarity.

What it means in practice

From static roles to dynamic intelligence.

Dynamic strategy doesn’t just change workflow, it changes how every role thinks, collaborates, and creates.

For the CMO
From signing off a memo to unleashing momentum.

Dynamic strategy replaces one-off approvals with living alignment.
Once a strategy is signed off, it doesn’t freeze - it flows.
Every team, partner, and collaborator can access, query, and build from the same live source of truth.
Decisions get faster without losing clarity. Communication hand-offs are cleaner.
Every initiative starts from the most current strategy and can be acted upon in real time.

It moves CMOs from gatekeepers to catalysts - unleashing continuous strategic momentum that compounds with every project and campaign.

For integrated media and creative teams
From chasing moments to shaping momentum.

Dynamic strategy lets you actually operate at the speed of culture.
You can tap into live insights and emerging trends, but ground them in your brand’s foundational strategy and media frameworks.
No more busywork chasing expired trends or disconnected ideas.

Every opportunity can move seamlessly from observation to ideation.
You can test a hypothesis, spark a concept, and put work in front of a client or audience while the moment is still alive.
Creative and media teams can move faster, not by cutting corners, but by building on shared, living intelligence that ensures their reactions are rooted in strategic truth.

For strategic planners at agencies
From writing decks to architecting strategy.

The role of the planner shifts from authoring artefacts to architecting systems.
You can still craft powerful narratives and frameworks, but now you can present them dynamically.A doc might still exist as a reference, but it’s no longer the only expression of strategy.

You can create an agent your teams can chat with, an interactive brief, or even a podcast-style walkthrough. Clients, creatives, and collaborators can explore the logic behind the strategy, query the data, and take it further - all without the bottlenecks of endless meetings, comment threads, or Slack chains.

The strategy stops being a memo and becomes something living and breathing - a shared workspace for understanding and creativity.
It deepens how people grasp the thinking and opens up new ways for brands to connect meaningfully with their audiences.

In summary: all strategic roles will become more O-shaped in the future

All of this points to a single shift: the people who value and champion strategic thinking need to evolve too.

Marketing and creative talent are becoming more O-shaped - broad across disciplines, deep in craft, and closer to the business.
Dynamic strategy is the unlock for this kind of thinker.
It gives them the ability to act as architects of strategy, influencing far more of the output without needing to be in every room.

As we start to consider what the agency of the future could look like, one thing is clear: O-shaped thinking and dynamic strategy will be central to it.
Together, they enable a new kind of organization - one that’s fluid, responsive, and powered by connected intelligence.

As the talent stack collapses and teams become smaller and faster, the most effective people will be those who can navigate across boundaries - using the same shared source of truth to guide creative, commercial, and cultural impact.

Dynamic strategy clears the busywork that clogs creativity and gives everyone access to the same strategic foundation, so they can think, act, and build confidently.
It replaces silos and baton-passing with democratized intelligence and shared insight.

When that happens, organizations start to move quickly with clarity.
They stop reacting to change and start driving it.

How to get started

It sounds complex, but it’s surprisingly simple once you see these steps.

1. Start small - agentize one strategy
   The next time you finish a strategy document, turn it into a simple agent.
   Upload the framework, the rationale, and key data points. Make it queryable for all.
   

2. Build memory - create your strategic archive
   Start storing your best thinking, insights, briefs, frameworks, in one structured memory layer. Treat it like an evolving brain that future strategies can learn from.
   

3. Connect teams - share strategically
   Use that agent across teams. Let creative, comms, and media query it directly instead of waiting for debriefs. Watch how alignment and speed transform.
   

4. Scale up - build your dynamic OS
   Once you’ve proven the concept, connect your strategic agents into a secure operating system, integrating slide decks, podcasts, or chat interfaces that all draw from the same core memory.

This isn’t about more tools. It’s about better connected thinking. And it’s already happening. Agencies, CMOs, and global brand teams are starting to treat strategy as software, not paperwork.

From a moment to momentum

That’s the difference between strategy as a moment and strategy as momentum.

When your strategy is dynamic, clarity becomes continuous. Teams operate from a single source of truth, creativity moves with culture, and insight turns into action faster than ever.

Every campaign informs the next, and every decision compounds. When strategy flows like that - alive, shared, and evolving - you don’t just keep up with change.

You create it.