Not new but still true: be curious, be open and never stop asking questions.
Always try to understand what moves and intrigues you and how you can put it on your goal.
If you don't have an opinion, how can you convince someone else?
How can you be convincing without being authentic?
Research studies can be helpful, but are rarely sufficient.
Go out, observe and speak to the people - and LISTEN carefully.
Conversations provide deep and surprising insights.
Holger Schneider is Strategy Director at Scholz & Friends