Jasmine

Dogma - “a belief held definitively and without the possibility of reform or change” - and distance from the reality of the consumer - are held up by Huntington as the two biggest sins a strategist can commit. Amen.

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 w... See more