What do you learn from interviewing some of the world's best advertising strategists and account planners about their agency's best work? Fergus O'Carroll hosts the On Strategy Showcase podcast. He focuses on one thing–the stories behind incredible advertising campaigns. In this episode, I gently encourage Fergus (joking, I totally forced him) into a list of ten things he's taken away from tens of his own interviews.  They are: 1. We don't understand enough and need to push for a deeper understanding in our work 2. Don't let the search for an elusive insight ruin a good strategy 3. New shiny objects are killing us 4. There's no one way to plan 5. There's no one truth–there are many truths 6. Don't forget the other 50% 7. Rediscovery is more powerful than reinvention 8. Study the past 9. Develop the brand's voice over time because it won't happen over night 10. There's no shame in your strategy showing   You can find Fergus and his work here: http://www.onstrategyshowcase.com ** Bonus points: Fergus is talking at The Sweathead Do-Together this September. Find details and tickets here: http://www.thedotogether.com ** Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com