Insight on Insight.

There’s a brand manager/planner sweating over an agency/creative brief right now wondering what to put in the “Insight” section. 9 out of 10 times, they’ll write down their genius insight, only it won’t be that, it’ll be a mere observation. Something painful like “the youth like to stand out” and It will all go downhill from there. Insight is a core truth mined by slow deliberate thought. It’s the “i’ve never looked at it that way before aha moment” that transforms information into opportunities. So maybe you shouldn’t be looking to fill an insight section. Maybe all you want to do, is send your team down thoughtful lanes where they can seek and find truths for themselves.

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