Built By Someone Who’s Lived The Problem.

Just as 'Glass Box' engineering makes code transparent and inspectable, Glass Box Strategy makes brand strategy transparent and enforceable. We are the system of record for brand strategy, moving beyond the 'Black Box' of traditional agencies.

Glass Box Strategy was founded by Jonathan Lum after two decades of watching the same pattern everywhere: organizations rent strategic thinking rather than building strategic capability.

As Principal Strategist at Amazon's Brand Innovation Lab, Chief Strategy Officer at Engine, Olson/ICF, and strategy leader at Deloitte, Jonathan saw how brand strategy gets diluted the further it travels from the boardroom. Potent ideas become homeopathic by the time they reach the people who need them most.

The WARC Future of Strategy 2025 research confirmed what practitioners already knew: the traditional model is broken. Glass Box exists to fix it.

The Belief

Brand strategy should be a capability you build, not a service you buy forever.