Crafting a strong strategic foundation, based on a true insight, a relevant promise, and the creative idea that emerges, enables a brand to be grounded and nimble. Yet articulating that kind of insight, a human truth with tension behind it, is one of the hardest tasks marketers face, and too often we default to facts, learnings, or themes that can lead to generic work rather than meaningful connection. In this talk, Karen explores what a foundational insight is, how a pivotal a-ha can shape the strategy and unlock the idea, and how a strong creative strategy becomes the touchstone for everything that follows. Through examples spanning CPG, rare disease, and healthcare, Karen shares the key a-has that led to exceptional, enduring strategies. She wraps up with a grounded look at where AI supports this process, and where it cannot. Key Takeaways • What a true insight is — and what it is not • How to recognize the a-ha that sharpens the strategy and unlocks the idea • Frameworks for connecting insight, promise, and idea, and for separating insights from facts • Where AI adds value in brand and creative strategy, and where it falls short