When I used to work in advertising, we would joke that the “insight” in the creative brief was often something along the lines of, “I wish there were a crunchy cereal with raisins that was healthy and also delicious.” But people do not wish this. They might have a hard time finding a quick breakfast that doesn’t make them feel fat or sluggish. And maybe your crunchy raisin cereal is the perfect response to this issue. But they are not waking up in the morning wishing for raisiny, crunchy goodness.
