Anneleen De Geyter

Read: How Not to Plan - APG Ltd.

Behind this book is not just a great subtitle (“66 ways to screw it up”) but also a great writer duos: Sarah Carter and Les Binet. How Not to Plan is based on their popular Mythbuster columns for WARC’s Admap Magazine.  

“This book is a go-to for anyone looking to sharpen their strategic skills,” Anneleen explains. “It hands you tools to get started and it debunks common myths, offering clear, practical advice on how to do things right, supported by real-life examples and solid data.” 

What our strategist loved the most? “The pages are packed with valuable insights, but they never overwhelm. Each chapter ends with a checklist, making it easy to digest in chunks or revisit later without losing the thread. How Not to Plan helped me gain a deeper understanding of the craft of strategy and the process behind it.” 

Watch: Lessons from a Lifetime of Bad Advice – Ted Talk by Nicole Wilson 

Nicole Wilson, who oversees corporate responsibility for Tommy Hilfiger North America, left a lasting impression on Anneleen with Lessons from a Lifetime of Bad Advice. In this TED Talk, Wilson shares stories from her childhood to explore resilience and self-confidence. Anneleen: “The core message of her beautifully delivered speech is ‘Learn to trust yourself and follow your own advice’, encouraging the audience to critically evaluate everything they see and hear.” 

Anneleen, who often relies heavily on data to justify strategic choices, notes that Wilson’s talk is a powerful reminder of the value of intuition. “A strong gut feeling can be just as important as data in drawing up a compelling story.”  

Listen: Heavyweight – Jonathan Goldstein    

In his podcast, Goldstein helps people resolve a moment from their past that they wish they could change. Heavyweight might not be about marketing, but it’s a brilliant example of storytelling. In interviews, its host has said that “a story shouldn’t just solve a problem or answer a question; it needs to deliver a broader message – something universal that feels authentic.” For Anneleen, this is exactly what content marketing should strive for, too. “It’s about captivating the general public while addressing a specific challenge your target audience faces.”  

Anneleen finds Heavyweight incredibly moving every time she revisits it, even though the format remains the same. “It’s a powerful reminder of how storytelling can build a loyal following – something every content marketer can learn from.”  

Hungry for more? 

There’s other content that makes our colleagues’ hearts sing too. Find out what inspires copy lead Lies Xhonneux, managing director Dennis Nicholls and traffic and operations manager Stefany Bayer.