The Three Buzzwords We Don't Understand as a Discipline

I hate insight. It's the first question asked, what's the insight? And if you can't answer that, I think that you're viewed as less credible in certain circles,. So it does more harm than good. Our job is to deliver a strategy. Now, it doesn't mean that we don't have to be interesting. But I think we're far better off if we're interesting because we understand a target audience.