“One of the greatest gifts strategists can give themselves is the humility to appreciate that tactical ideas are neither their strength nor their responsibility. Setting up goals and scoring them are two very different things. To do one well you usually need to ignore the other. ...Strategy is not lesser than creativity, because it pre-empts and prepares it for victory. A brand must travel through the confusing forests of targeting, positioning and objectives before it can set up camp on the fertile field of creativity.“