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Leading with Insight

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1.Insightquot;
2.Being Insightfulquot;
3.Leading With Insight

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1. Insight.

4.
“A lot of times, people don’t
know what they want until
you show it to them…”
Steve Jobs

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people don’t know
what they want…

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“Recognizing the need is
the primary condition of
design”
Charles Eames

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Recognizing quot;
the need

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“Design works if it’s
authentic, inspired, and has
a clear point of view. It can’t
be a collection of input”
Ron Johnson

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clear point of view

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It can’t be a collection of
input…

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Why is insight important?

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Insight occurs when people
recognize relationships or
make associations between
objects and actions that can
help them solve new
problems.
Britannica

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Recognize relationships

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Insight is the act or result of
apprehending the inner
nature of things or seeing
intuitively.
Websters

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Apprehending the inner nature

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Recognizable Truths
…that help you understand quot;
the real nature of problems.

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2. Being Insightful

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To be insightful, you must
embrace the following…

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1: You must ask thoughtful
questions

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2: You need to look beyond
the obvious

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3: You shouldn’t be afraid
to reframe the problem

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4: You must learn to trust
your gut

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Who did I learn this from?
Richard Feynman

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Who did I learn this from?
✖
Richard Feynman

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Who?

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That’s right…quot;
Columbo taught me
everything I need to know
about being insightful.

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Back to Feynman for a
minute…

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Karl Popperquot;
The “Wizard Merlin”
Perspective of Insight

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“A magician of the highest caliber”
Wizard Merlin

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Michael Posnerquot;
The “Prepared Mind”
Perspective of Insight

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

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No Magic
Preparequot;
Incubatequot;
Illuminatequot;
Verify
The Art of Thought - Graham Wallas

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The prepared mind has a
repeatable process

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The prepared mind is always running its process

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The prepared mind is always asking questions

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One more thing…

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The prepared always mind looks beyond the obvious

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You know what I don’t understand…

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The prepared mind isn’t afraid to reframe

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There are a couple
of loose ends I’d like
to tie up. Nothing
important you
understand…

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The prepared mind trusts their gut

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It’s just one of those things
that gets in my head and
keeps rolling around in
there…

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What’s really going on here?

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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”

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3. Leading With Insight

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What does leading with
insight mean for your
business?

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A pair of stories about
research, culture and
results.

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Validation vs Inquiry

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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

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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

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The Moral

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Lots of research is a waste
of time and money.

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✖
Lots of research is a waste
of time and money.

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Don’t use research to tell
you what you already
know…use it to tell you
what you don’t know.

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
Don’t use research to tell
you what you already
know…use it to tell you
what you don’t know.

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So What?

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Insights help uncover and
reframe the true nature of a
problem

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Insights help businesses
identify and target positions
of differentiation.

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How do I do this?

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

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

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How do I really do this?

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Crackpot Theory:

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ZOMG

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What does ZOMG have to
do with insight?

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Real insights are memes.

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Immediately Understood.

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Self-replicating.

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Seeds of transformation.

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Is this a Crackpot Theory?

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You tell me…

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Insight should be a key
driver of your business
thinking.
Here’s why:

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Good insight (and good
research) helps you to know
what your customers and
users need…quot;
before they know
themselves…

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Leading with insight quot;
means that you can create
“the need”.quot;
True Differentiation
Real Innovation
Tangible Results

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Insight is a state of mind

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And a way of doing business
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