Today’s the first day of the new semester today at Shanghai Institute of Visual Art. I’m glad we’re back to offline teaching (despite overcoming challenges to teach online), because the quality is just higher and we — students and me — can handle more content together. We started Marketing Strategy with a class about writing, which is unrelated to strategy except that you cannot have a good strategy if your words are careless, if you write ‘fashionable’ but don’t specify ‘how’, if you target ‘students’ but don’t specify ‘who’. Strategy is about specifics which is about semantics. And words are all we have.