A n insight is a true thing about the world. A strategy is a useful thing to do about it. The industry confuses the two constantly, and bills for the confusion.
§ 01
True vs useful
A deck full of true things is not a plan. The discipline is the leap from observation to decision — from “people feel X” to “therefore we will do Y, and not Z.”
If your strategy survives the deletion of its insights, it was never built on them. If it collapses, it was never a strategy — just a well-evidenced feeling.
“ A deck full of true things is not a plan.
— Aikido Agency Editorial.