some pitfallsIN THE PROCESS• People who are in love with a solution – looking for a problem• Brainstorms/retrospective analysis with smart people but never getting out of the building• Placing too much emphasis on one or two insights which are aren’t really true
moving through aPROCESSObersvations Insight Ideas Judgement
what is a good INSIGHT?• Louise likes coffee• Louise loves to socialise over coffee and has great taste• Young people eat unhealthy food• Young people anxious about their friendships feel social pressure to eat unhealthy food and are scared of losing their friends
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