Tension-based insights are impossible to come by in briefs these days and I’m hoping to inspire some strategists on my team.

Can you share examples you’ve seen, so I can share with them to guide them in the right direction?

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IMO a good first place to start - define what a tension is and what it’s for. Not sure your Strat team will crack it without shared expectations.

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What are a few tension-based insights you’ve seen that have led to great work? Why do we think they’re better than other types of insights? I’m always confused by this word “tension”. Is it an internal contradiction or is it just two opposites in one sentence or is it a white space opportunity based around an unmet need?

Ah that word! Can you explain what you’re looking for … my creative director keeps asking for tension based single minded props. And it’s driving me mad! I’ve got insights coming out of my ears. If you can pop on the chat what you need that might help. For example I’ve rebranded a build to rent company - found out in research that only 3% of renters want to be life long renters they want somewhere secure enough to save to own. which inspired the insight “secure enough to plan” SMP: a place to build your life from. Is that the tension your after?

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