Anyone else feel like it’s easier coming up with ideas than insights?

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If you want a great idea, you’ll need a great insight.

likesmart

Work backwards from idea to insight and then forward again with stronger ideas once those insights are identified.

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Well, yeah I think I have ideas all the time. Digging for insights is the hard work. That’s why a great strategist is your best friend and a bad strategist is a time drain.

likesmart

If you have an idea you like, and it's truly an idea and not a tactic or execution, there's an insight already in there somewhere. You just gotta pull it out and put it into words.

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As a strategist I (sadly) have to disagree. But don’t tell other strategists or I’ll get fired...

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I always feel forced to back into (or totally make up) insights that align with someone’s idea. So your question doesn’t matter to me. But now I hate myself and my life.

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Sometimes you have to trust your gut. If an idea is a winner and everyone knows it, you back into an insight.

On the flip side, this industry is littered with strategists who seem to have gotten the idea that their job is to tell the creative team what to make. So if they’re not doing their job when it’s their time to do their job, you also back into an insight.

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Oddly, I find it easier to come up with insights than ideas. I feel like everything’s been done before.

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A great insight IS the idea:

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