Graham Robertson, President of Beloved Brands Inc., discusses the importance of strategic thinking for marketers. He defines strategic thinkers as those who see "what if" questions before solutions, while non-strategic thinkers see answers before questions. Robertson argues that to be a great marketer, one must be both strategic and tactical. He provides a four stage model for strategic thinking: focus, early win, leverage, and gateway. Applying this model to historical examples like D-Day and marketing examples like Avril Lavigne's 2005 album launch, Robertson argues that focusing energy in the right areas can lead to bigger successes.