Some thoughts on insight, how to generate it and how to use it to drive great thinking.
Some thoughts on insight, how to generate it and how to use it to drive great thinking.
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Evelyn Guevara
1 month ago
LieselKutu
1 month ago
Juan Campos at McCann Erickson
1 month ago
Victor Acosta, Sr. Strategic Planner at David&Goliath
3 months ago
长松 曾 at 网龙公司
4 months ago
Donaldson McDougal, Junior Account Mаnager at IHKiev
4 months ago
Fadjrin Hutami, Digital Strategist at Dentsu Digital Division
4 months ago
Bozidar Jovicevic, BD at NVS
5 months ago
Alex Spielberg, General Producer at ProDart Studios
5 months ago
Chris Barbee, Strategist at Tattoo Projects
5 months ago
Leading With Insight
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Just heard the IA Summit podcast of this presentation. Fantastic. Should be required viewing/listening and of course, implementing. Thanks for the 'insight'.
Kindest regards,
Trent Sherrell 3 years ago
On slides 50 and 51, the examples are both based on projects that I have been involved with and lead from a research and design strategy perspective during the last five years. They’re both examples that frame a recurring theme that I’ve seen in my work. This theme is that that the *amount* of research does not drive insight generation, but rather the *focus* of the research drives successful insight generation.
What I’m actually saying is that good methods *can* lead to great insights, but the application of the methods alone is not enough - you also have to have focus the research to uncover what is not known, rather then validate what is already known. It’s not an insight if you already knew it because it doesn’t improve your understanding of the nature of the problem at hand. My experience is that the 'research for the sake of validation' issue is quite common, and on larger research projects, it’s an easy trap to fall into.
With respect to your points about creativity, I have two thoughts. My first is that I believe that all people are capable of incredible creativity, but that most of us need some guidance to tap into this capability. Those that can do it easily fall into the Feynman camp - naturally gifted and comfortable with thinking abductively and synthetically. Most of us are more like Columbo - we can be just as good, but we need a bit of direction in order to unleash it.
My second thought is that insights aren’t the same as ideas. Ideas may or may not be driven by an insight; they are a creative concept based on a specific perspective. Insights on the other hand are piece of understanding that leads to a fundamentally better and more focused grasp of the nature of a problem (a new perspective), which can then be used to fuel the idea generation process.
I’ll be giving this talk again internally in couple of weeks - I’m going to see if I can arrange to record it to turn this into a proper slidecast. I think it will help to illuminate some of the opinions I have a bit more clearly. 5 years ago