Does anyone else struggle with "universal human truths" in creative concepting? my truths seem to be so different from CDs or partner's. Sometimes it's just deemed flat out wrong.

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Can you give an example of a truth you thought was true but then others questioned its truthiness? Can take a stab at
explaining if it’s you or them or where it needs more truth

likehelpful

Universal human truth: we pick our nose when no one’s watching.

likefunny

sorry, why isn’t your strat team coming up with that?

likefunny

Strategists worth their salt provide these, and good strategists don’t settle for “drivel” as insights.

Genuinely, I feel for creatives that have such shit strat teams that they feel the discipline is useless. I have a lot of respect for the creatives I work with, mostly because we are in lockstep - if insight doesn’t resonate, that means I need to push it further. If the human truth doesn’t connect, I need to dig deeper.

We’re all under the gun, working against impossible timelines - why make it worse tossing shoddy thinking over the cubical to someone that then would have to do my job

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truth is relative

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‘Universal’ human thruths aren’t anywhere near as universal as most people think.

funny

Isn’t this the truth

You are wrong or they are wrong
?

Universal human truth: Everyone has a price.

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