Discovery paves the way for creation. As Garry Kasparov, one of the greatest chess grand masters points out, you only want to attack from a position of strength.
Discovery provides the strength to aggressively attack misconceptions.
In fact, creativity is often a bold attack on assumptions. It’s a massively effective re-education. In order to justify this in the minds of your clients–and the only way you know it’s really the right thing to do, and not just a self-indulgent whim–is to prove it.
And you prove it by building a case for creativity through boring, tedious, hard-hitting strategy research. Because your clients might be scared. And in order to convince them, you have to first convince yourself.
And strategy is the best case for creativity. It justifies your bold, relevant truth.
To do strategy raises your intensity. It focuses you. It gives you energy and imagination. And as soon as you start doing it, you’re raising the bar in your industry, possibly to a level your competition can’t or won’t reach.