People often confuse insights with strategies, but they’re not the same thing. Knowing the difference is what separates breakthrough thinking from wasted effort.
An insight is a revelation. It’s the “aha” moment that makes you look at the problem in a new way. Think of it as the key—it unlocks the door.
A strategy is a plan of action. It’s how you use your limited resources to reach a specific goal. Think of it as the house—it’s where you live once the door is unlocked.
An insight without a strategy is just a clever observation. A strategy without insight is just guesswork. Together, they give you the clarity and direction to actually move the needle.
Take Adidas, for example. The insight was that people don’t just buy athletic wear to perform better—they buy it to express identity and belonging. Sportswear is fashion as much as function. The strategy was to position Adidas not just as a performance brand but as a cultural brand by partnering with creators, musicians, and streetwear influencers. Adidas shifted from “athletic gear” to “lifestyle statement.”
The insight unlocked the door, but it took the strategy to build the house.