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Leading with Insight
1.Insightquot;
 2.Being Insightfulquot;
 3.Leading With Insight
1.  Insight.
“A lot of times, people don’t
 know what they want until
  you show it to them…”


Steve Jobs
people don’t know
what they want…
“Recognizing the need is
 the primary condition of
         design”


Charles Eames
Recognizing quot;
the need
“Design works if it’s
authentic, inspired, and has
a clear point of view. It can’t
  be a collection of input”

Ron Johnson
clear point of view
It can’t be a collection of
input…
Why is insight important?
Insight occurs when people
 recognize relationships or
make associations between
objects and actions that can
    help them solve new
          problems.
 Britannica
Recognize relationships
Insight is the act or result of
  apprehending the inner
 nature of things or seeing
          intuitively.

 Websters
Apprehending the inner nature
Recognizable Truths


…that help you understand quot;
 the real nature of problems.
2. Being Insightful
To be insightful, you must
 embrace the following…
1: You must ask thoughtful
        questions
2: You need to look beyond
        the obvious
3: You shouldn’t be afraid
  to reframe the problem
4: You must learn to trust
        your gut
Who did I learn this from?




    Richard Feynman
Who did I learn this from?




     ✖
    Richard Feynman
Who?
Leading With Insight Two
That’s right…quot;

   Columbo taught me
everything I need to know
  about being insightful.
Back to Feynman for a
      minute…
Karl Popperquot;

 The “Wizard Merlin”
Perspective of Insight
“A magician of the highest caliber”




        Wizard Merlin
Michael Posnerquot;

The “Prepared Mind”
Perspective of Insight
“I know I've been a pest. quot;
I'm just trying to do my job.”




  The Prepared Mind
No Magic

  Preparequot;
 Incubatequot;
Illuminatequot;
   Verify
      The Art of Thought - Graham Wallas
The prepared mind has a
  repeatable process
The prepared mind is always running its process
The prepared mind is always asking questions
One more thing…
The prepared always mind looks beyond the obvious
You know what I don’t understand…
The prepared mind isn’t afraid to reframe
There are a couple
of loose ends I’d like
 to tie up. Nothing
    important you
     understand…
The prepared mind trusts their gut
It’s just one of those things
that gets in my head and
keeps rolling around in
there…
What’s really going on here?
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”
3. Leading With Insight
What does leading with
 insight mean for your
       business?
A pair of stories about
research, culture and
        results.
Validation vs Inquiry
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
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
The Moral
Lots of research is a waste
    of time and money.
✖
Lots of research is a waste
    of time and money.
Don’t use research to tell
  you what you already
 know…use it to tell you
  what you don’t know.

Don’t use research to tell
  you what you already
 know…use it to tell you
  what you don’t know.
So What?
Insights help uncover and
reframe the true nature of a
          problem
Insights help businesses
identify and target positions
      of differentiation.
How do I do this?
Iteratively Reframe




 To Uncover the True quot;
Nature of the Problem
Iteratively Reframe




 To Uncover the True quot;
Nature of the Problem
How do I really do this?
Crackpot Theory:
ZOMG
Leading With Insight Two
Leading With Insight Two
Leading With Insight Two
Leading With Insight Two
Leading With Insight Two
Leading With Insight Two
Leading With Insight Two
What does ZOMG have to
    do with insight?
Real insights are memes.
Immediately Understood.
Self-replicating.
Seeds of transformation.
Is this a Crackpot Theory?
You tell me…
Leading With Insight Two
Insight should be a key
driver of your business
        thinking. 


     Here’s why:
Good insight (and good
research) helps you to know
 what your customers and
       users need…quot;

     before they know
       themselves…
Leading with insight quot;
means that you can create
       “the need”.quot;

   True Differentiation
    Real Innovation
    Tangible Results
Insight is a state of mind
2
And a way of doing business


        mmilan@gmail.com

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