What’s in a strategic idea?

Nicolas Moerman’s deck on ‘Why Planners and Creatives should become best friends’ brilliantly explains the difference between a strategic idea and a creative idea, with loads of perfect examples.

It’s great, you should have a look: http://bit.ly/eGDhps

Moerman offers a definition of a strategic idea, what it always is, always has, what it can do (seriously, it’s well worth a read); but above all it got me thinking – where do strategic ideas come from, where should they come from, where do we look?

Here’s a start. For me, a strategic idea should appear at the intersection of three separate bits of thinking around a brief:

Just a thought starter, really. What do you think?