A strategy is the contract written between creative and client; a simple structure of direction that when followed plots a path where both sides agree to a common end. But strategy is nothing without the human element. If the emotional insight is ignored, we miss the root of what scares us, nurtures us, joins us and motivates us. This insight taps into the things that make us human and form real and meaningful relationships. These last far longer than convincing someone to try your product for the very first time. If we think only logically and ignore emotion, we’ve failed in the most basic way.