Strategy is about planning the chessboard and not playing chess. If an idea is strategically good, it has enduring value. The business can then sustain for years and if lucky, for decades. Therefore strategy needs deep thinking, reflection and soundness of judgment. The beginning of any strategy is a key insight.
A marketing insight is an inevitable pre-requisite for a successful service. What is an insight? An insight is something that gives a ‘eureka’ (I found it!) feeling. It is something that happens when ‘the penny drops’ as they say in English. A business that stands on a unique insight has great shelf life. It benefits both the service provider and the consumer.