 What are the most common mistakes made by strategists? I think one common mistake which we certainly saw in evidence of the competition is a fundamental misunderstanding of what is an insight. That was actually one of the specific categories in our entry. People were asked to describe what was the insight or the breakthrough thinking, which basically unlocked a kind of creative and commercial solution. And I think a lot of the time we saw people talking about the insight and the idea almost in the same way, and I think it's really important that you not sort of conflate those two things. I think an insight has to be a powerful but also really critically a surprising truth about human behavior and kind of how and why we act, think and feel the way that we do. And I think when you have a genuine insight, it is a massively powerful springboard. But I think too often people either post-rationalize something or just make an observation about something which is a fact and are under the misunderstanding of that being a genuine insight.