2
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 the...
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?
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;

        Unders...
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 ETHN...
A culture of inquiry:quot;

 $1300 TO RENT A VAN AND A CAMERA
 5 LOCATIONS IN 24 HOURS
 4 SEPARATE HYPOTHESIS
 3 GUT CHECK...
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
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…
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...
Leading with insight quot;
means that you can create
       “the need”.quot;

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


        mmilan@gmail.com
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
Leading With Insight Two
Leading With Insight Two
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Leading With Insight Two

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An update version of Leading with Insight, which includes some new ideas about how insights are generated and validated.

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Leading With Insight Two

  1. 1. 2 Leading with Insight
  2. 2. 1.Insightquot; 2.Being Insightfulquot; 3.Leading With Insight
  3. 3. 1.  Insight.
  4. 4. “A lot of times, people don’t know what they want until you show it to them…” Steve Jobs
  5. 5. people don’t know what they want…
  6. 6. “Recognizing the need is the primary condition of design” Charles Eames
  7. 7. Recognizing quot; the need
  8. 8. “Design works if it’s authentic, inspired, and has a clear point of view. It can’t be a collection of input” Ron Johnson
  9. 9. clear point of view
  10. 10. It can’t be a collection of input…
  11. 11. Why is insight important?
  12. 12. Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems. Britannica
  13. 13. Recognize relationships
  14. 14. Insight is the act or result of apprehending the inner nature of things or seeing intuitively. Websters
  15. 15. Apprehending the inner nature
  16. 16. Recognizable Truths …that help you understand quot; the real nature of problems.
  17. 17. 2. Being Insightful
  18. 18. To be insightful, you must embrace the following…
  19. 19. 1: You must ask thoughtful questions
  20. 20. 2: You need to look beyond the obvious
  21. 21. 3: You shouldn’t be afraid to reframe the problem
  22. 22. 4: You must learn to trust your gut
  23. 23. Who did I learn this from? Richard Feynman
  24. 24. Who did I learn this from? ✖ Richard Feynman
  25. 25. Who?
  26. 26. That’s right…quot; Columbo taught me everything I need to know about being insightful.
  27. 27. Back to Feynman for a minute…
  28. 28. Karl Popperquot; The “Wizard Merlin” Perspective of Insight
  29. 29. “A magician of the highest caliber” Wizard Merlin
  30. 30. Michael Posnerquot; The “Prepared Mind” Perspective of Insight
  31. 31. “I know I've been a pest. quot; I'm just trying to do my job.” The Prepared Mind
  32. 32. No Magic Preparequot; Incubatequot; Illuminatequot; Verify The Art of Thought - Graham Wallas
  33. 33. The prepared mind has a repeatable process
  34. 34. The prepared mind is always running its process
  35. 35. The prepared mind is always asking questions
  36. 36. One more thing…
  37. 37. The prepared always mind looks beyond the obvious
  38. 38. You know what I don’t understand…
  39. 39. The prepared mind isn’t afraid to reframe
  40. 40. There are a couple of loose ends I’d like to tie up. Nothing important you understand…
  41. 41. The prepared mind trusts their gut
  42. 42. It’s just one of those things that gets in my head and keeps rolling around in there…
  43. 43. What’s really going on here?
  44. 44. 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”
  45. 45. 3. Leading With Insight
  46. 46. What does leading with insight mean for your business?
  47. 47. A pair of stories about research, culture and results.
  48. 48. Validation vs Inquiry
  49. 49. 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
  50. 50. 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
  51. 51. The Moral
  52. 52. Lots of research is a waste of time and money.
  53. 53. ✖ Lots of research is a waste of time and money.
  54. 54. Don’t use research to tell you what you already know…use it to tell you what you don’t know.
  55. 55.  Don’t use research to tell you what you already know…use it to tell you what you don’t know.
  56. 56. So What?
  57. 57. Insights help uncover and reframe the true nature of a problem
  58. 58. Insights help businesses identify and target positions of differentiation.
  59. 59. How do I do this?
  60. 60. Iteratively Reframe To Uncover the True quot; Nature of the Problem
  61. 61. Iteratively Reframe To Uncover the True quot; Nature of the Problem
  62. 62. How do I really do this?
  63. 63. Crackpot Theory:
  64. 64. ZOMG
  65. 65. What does ZOMG have to do with insight?
  66. 66. Real insights are memes.
  67. 67. Immediately Understood.
  68. 68. Self-replicating.
  69. 69. Seeds of transformation.
  70. 70. Is this a Crackpot Theory?
  71. 71. You tell me…
  72. 72. Insight should be a key driver of your business thinking. Here’s why:
  73. 73. Good insight (and good research) helps you to know what your customers and users need…quot; before they know themselves…
  74. 74. Leading with insight quot; means that you can create “the need”.quot; True Differentiation Real Innovation Tangible Results
  75. 75. Insight is a state of mind
  76. 76. 2 And a way of doing business mmilan@gmail.com
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