Most growth strategies are built on assumption. Not laziness. Assumption. The owner knows the market, has run the business for years, and has a read on what customers want. That's real. But it's not the same as insight.

Insight is what you know specifically, with enough clarity to make a decision on. Assumption is what you think you know.

Insight isn't a research report. It's not a survey or a slide deck of industry data. It's a specific, grounded understanding of your market that tells you where opportunity actually exists.