Because strategist don't really produce anything that is tangibly seen by the consumers, it is sometimes heard that there is a tendency for strategists do work in their own bubble. This can of course be a problem both in terms of collaboration with other teams, but also because strategists are tasked with helping understand the reality of consumers and the world they live in. Is the issue really that common, are there sometimes good reasons behind it, and how can strategists get down from their ivory tower if they ever get stuck up there?