Find the real problem and state it succinctly, interestingly 2. Find a deep human insight -- hit a nerve 3. Find what's truly unique and motivating about the brand/product (one thing can suffice) 4. Link the insight and brand/product truth to a simple strategy statement 5. Try to flip the perspective on the issue/brand/product/person with your core strategic idea 6. Don't feel you need to do it alone -- talk it through Thoughts? I've written this for someone new to strategy. If you have questions, please add them in the comments. I haven't discussed the tools and specific approaches I find useful. I need something to write about another time. Good luck!