1) Insight is important for business leadership as it allows leaders to recognize customer needs that customers may not be aware of themselves. Good insight comes from thoughtful questioning, looking beyond the obvious, being willing to reframe problems, and trusting intuition.
2) Developing insight requires an "inquiry" approach rather than a "validation" approach to research. Small, iterative research aimed at uncovering new hypotheses is more useful than large-scale projects aimed at confirming existing assumptions.
3) Leading with insight means a business uses research to discover what it doesn't know about customers in order to create differentiation, innovation, and results. An insight-driven approach focuses on iteratively reframing problems to uncover
12. Insight occurs when people
recognize relationships or
make associations between
objects and actions that can
help them solve new
problems.
Britannica
45. Columbo is:
Treating insight as a consequence,
rather then a cause in problem solvingquot;
Understanding the underlying structure
of the problem and restructuring the
problem to avoid functional fixednessquot;
Applying procedural similarity to take
advantage of representative transferquot;
Waiting patiently for “suddenness of
solution”
50. A culture of validation:quot;
$200K+ OF DISCOVERY RESEARCH
100 FOCUS GROUP PARTICIPANTS
25 INDEPTH INTERVIEWS
10 ETHNOGRAPHIC STUDY SUBJECTS
5 PERSONAS
= 0 UNIQUE INSIGHTS
51. A culture of inquiry:quot;
$1300 TO RENT A VAN AND A CAMERA
5 LOCATIONS IN 24 HOURS
4 SEPARATE HYPOTHESIS
3 GUT CHECKS
1 SEVEN MINUTE FILM
= 2 UNIQUE INSIGHTS