What's the business problem? Who are we targeting? What are we offering? Why would they care? Nail these first.

I find that a useful technique to know if you have an insight is what you write after "because". And a good technique for knowing if you have a strategy is what comes after "by".

"We want people to switch to our service" is not an insight nor a strategy. "People aren't switching to our service because they think we're too basic for their needs, so... See more