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I find most tend to accidentally default to finding something normal to say about exceptional people (trend setters, main characters of the day on social), rather than finding something exceptional to say about normal people (which is the actual job, and harder).
Being a really good visionary writer. Being able to elevate ideas to bigger and broader so they are visionary and inspire are what separates good strategists and great ones.
Reframing the challenge your client gave you bc you found the underlying root of the problem, or a new more important challenge to solve. Also infusing tension into your insights. Insights should lead to opportunities (something to solve, or a way to add value), not just be observations or basic truths. Good luck!
Find the insight then take it further to inspire deeper creative thinking. So often we see high level insights that don’t say anything. Whether that’s reframing the insight or taking a leap and redefining it, always try to go deeper.