The real cost of skipping strategy

The biggest reason strategy is undervalued at creative agencies and by some marketers is simple: it's widely misunderstood.

Too often, strategy is seen as a roadblock; it takes too much time, and lately, agencies are fighting for “strategy time” in favor of more creative time. 

Imagine your creative agency being the best hospital in the world.

A patient (a client) walks in. This patient is not feeling well.

Maybe their business is suffering, they’ve lost touch with their audience, or they struggle to stay relevant with many competitors taking their share.

They come to us - the doctors - looking for a cure.

You wouldn’t start performing brain surgery on someone with a broken leg.

Similarly, you wouldn’t fix a leaking roof with a new coat of paint. 

In other words, we shouldn’t jump into creative ideas (the treatment) without first deeply understanding the problem we’re trying to solve (the diagnosis).

The diagnosis is vital—it reveals the core problem and shapes the treatment plan, ensuring that every action targets the problem at hand. Just as a doctor uses a patient’s history to diagnose and treat effectively, a strategy (often a brief) is needed to develop the right solutions.

A business without strategy is like treating a patient without a diagnosis.
It’s a shot in the dark, a gamble, and chances are, it won’t make a meaningful impact.

So next time someone tries to rush through strategy or skip it, ask them: Do you want to solve the problem, get rid of the pain, or keep coming back when the symptoms return?

If the latter, better get some good insurance.