Aaron Answers | What is strategy?

America and China are trying to divide the world between them. Whether it’s tariffs, rare earths, or Ukraine, Donald Trump and Xi Jinping seem to think big states can do what they like and smaller ones should suffer what they must…Yet today’s guest – the former President of Armenia, Dr Armen Sarkissian – argues that there’s a lot they can learn from small states. As well as discussing this, he and Aaron touch on: Why the world seems so chaoticWhat leaders can do to overcome itHow he negotiated a peaceful end to unrest in ArmeniaThey also talk about the importance of silence, Francis Fukuyama, why the Soviet Union still haunts us, and climate change. If you would like to buy The Small States Club, visit the strategyaaron Bookshop pageAnd if you would like to support the podcast, purchase some of our new merch! Thanks for listening! Feel free to share!

There is growing concern about a literacy crisis. Rather than reading a book, more and more people are choosing to play video games, listen to podcasts, or watch something on their phones. But is this “crisis” overblown? We are actually producing and consuming written text more than ever before. What really matters, says Harry Ashbridge – former head of writing at Monzo and now Sunsave – is thinking about the words we use and their impact on others. On the show today, he and Aaron discuss: How Harry integrated writing into Monzo's operationsCreating a "single voice" across large teamsThe critical role of consistency and intentionality in brandingThey also delve into the pitfalls of cliches and historical analogies, the ethics of using AI in writing, and the need to rethink the term "Net Zero"...If you need any strategy consulting – or want to advertise on the show – email [email protected] links:The strategyaaron BookshopThe strategyaaron ⁠Bluesky⁠ | ⁠Instagram⁠Thanks for listening! Feel free to share!

Modern Britain was born in the late 1600s and early 1700s. The Bank of England was created, England and Scotland became a united kingdom, political parties as we know them were formed for the first time, and power was increasingly concentrated in the hands of the monarch’s chief minister. Yet the politicians responsible – Sidney Godolphin, Robert Harley, and the Junto lords – are almost completely forgotten. On the show today, Aaron talks to George Owers – author of The Rage of Party: How Whig Versus Tory Made Modern Britain – about these early masters of our politics. They also touch on culture wars, polarisation, and Sydney Sweeney...If you would like to buy The Rage of Party and support independent stores in the UK, check out the strategyaaron Bookshop page. If you need any strategy consulting – or want to advertise on the show – email [email protected]

Journalist Joanna Lillis was one of the first guests on strategyaaron. In fact, she agreed to do the show before it'd even launched. Today, she returns to talk about her new book 'Silk Mirage: Through the Looking Glass in Uzbekistan'.Joanna and Aaron explore:Uzbekistan's pivotal role in Central AsiaThe challenges posed by its authoritarian governmentWhy there's more to the country's people than the romance of the Silk RoadThey also discuss reporting on dictators, and if those in Central Asia feel emboldened by Trump's return.If you would like to pre-order Silk Mirage AND support independent stores in the UK, check out the strategyaaron Bookshop page

Europe is economically powerful but geopolitically weak. Its leaders always seem to be on the backfoot if ever China, Russia, or America decide to pick a fight. But are things changing…?Today, foreign policy expert Gesine Weber returns to the show and puts recent Euro-news in a bigger strategic context. She and Aaron touch on: * Why things seem better for Europe* How its leaders have learnt to charm Trump* Whether they can do this and lessen their dependence on the U.S.Gesine and Aaron also discuss news exhaustion, the “axis of authoritarianism”, how Trump’s brain works – and Russia’s recent escalation of its hybrid war. Links: Gesine’s Bluesky | SubstackThe strategyaaron Bluesky | InstagramIf you need any strategy consulting – or want to advertise on the show – email [email protected] for listening! Feel free to share! To hear more, visit strategyaaron.substack.com

In the election last year, Britain’s Conservatives suffered their worst ever defeat – and things have only gotten worse for them. More and more of their voters are switching to Nigel Farage’s Reform Party, as are more and more ambitious politicians on the Right. Today, a YouGov poll found that most people either want the Tories to disappear or don’t care if they do. But should we be careful what we wish for…?On the show today, Aaron talks to strategist and Tory thinker John Oxley (Joxley) about how to save usually one of the most successful political parties in the world. They touch on: * Why Brexit caused so many problems* How the party lost touch with the middle class* Whether a change of leadership is necessaryAaron and John also discuss bureaucratic knifefighting, the importance of whimsy in British politics, competition reality shows, and the scourge of qualifying words. Links: John’s Substack | BlueskyThe strategyaaron Bluesky | InstagramIf you need any strategy consulting – or want to advertise on the show – email [email protected] for listening! Feel free to share! To hear more, visit strategyaaron.substack.com

In the late ‘90s and 2000s, fed up with tired political establishments, voters across Latin America swung behind “populist” outsiders who promised to make their lives better. Things started off well but leaders like Hugo Chavez, Evo Morales, and Daniel Ortega were quickly accused of cronyism, corruption, and democratic backsliding. Countries like Venezuela and Nicaragua eventually became outright dictatorships. On the show today, Aaron talks to Will Grant – Central America correspondent for the BBC and author of ¡Populista! The Rise of Latin America’s Strongmen. They touch on: * Why these populists were so successful* How their early promise soon broke down* What lessons Britain and Europe can learnThey also discuss the importance of TV to populists, the epic life of Brazil’s Lula da Silva and his struggle against Jair Bolsonaro – as well as why Donald Trump is so obsessed with everywhere south of the US border. If you would like to buy ¡Populista! AND support independent stores in the UK, check out the strategyaaron Bookshop: https://uk.bookshop.org/shop/strategyaaron Other links: Will’s X | InstagramThe strategyaaron Bluesky | InstagramIf you need any strategy consulting – or want to advertise on the show – email [email protected] for listening! Feel free to share! To hear more, visit strategyaaron.substack.com

People keep asking Aaron: What actually is strategy? In the first of a new series – Aaron Answers – he tries to explain what he believes it is. If you have any questions, leave them in the comments. If you or your organization needs any strategy advice, get in touch. The email is [email protected] from Kenneth Clark’s Civilisation | © BBCThanks for listening! Feel free to share! To hear more, visit strategyaaron.substack.com

If there’s a character who Aaron likes to imagine himself being, it’s Homer’s famous hero. He is someone who – even thousands of years ago – was seen as a master of strategy. On the show today, Aaron discusses Odysseus with Adam Nicolson – the acclaimed author of The Mighty Dead: Why Homer Matters.They touch on: * Why Adam prefers The Iliad* The ethics of deceiving your enemy* Whether you should ever “solidify” your identityAdam and Aaron also talk about Stoicism, the danger of charm, the joys of drinking, and what they hope to see from Christopher Nolan’s film of The Odyssey. If you would like to buy The Mighty Dead AND support independent stores in the UK, check out the strategyaaron Bookshop page: https://uk.bookshop.org/shop/strategyaaronOther links:The strategyaaron Bluesky | InstagramIf you need any strategy consulting – or want to advertise on the show – email [email protected] for listening! Feel free to share! To hear more, visit strategyaaron.substack.com

Vladimir Putin believes that he must make Russia great again in order to justify his rule over the country. This is why he invaded Ukraine – and it’s why he has no interest in ending the war anytime soon. Peace will come when Russians accept that it’s okay to just be normal…On the show today, Aaron discusses this with Orysia Lutsevych – deputy director of the Russia and Eurasia programme at Chatham House. They also touch on: * What’s happening on the ground in Ukraine* Why there are two peace processes going on* How China has put itself in a win-win situationMickey Mouse makes his first appearance on the pod, too…The strategyaaron Bluesky | InstagramIf you need any strategy consulting – or want to advertise on the show – email [email protected] week’s recommended read is Lawrence Freedman on the “energy war” going on between Russia and Ukraine.Thanks for listening! Feel free to share! To hear more, visit strategyaaron.substack.com