The Debrief.

There's a test I used to run in my head during client meetings. I'd look at the account director across the table and ask myself: if this client's business was on fire right now, would this person grab a hose or update the status report?

I've sat through so many strategy presentations that I can predict the structure with my eyes closed. Consumer personas on slide 12. Competitive benchmarks on slide 23. "The Big Idea" on slide 47, buried after 46 slides of context that everyone already knew.

Every brand I talk to wants an AI strategy. What they actually mean is they want someone to tell them they're not falling behind. So they hire a consultant, run a workshop, get a 40 page roadmap, and feel better about themselves for a quarter.