The document discusses the insight process used by a team to create insights for a client. The team draws on their collective platform of understanding, and insights must occur within both the team's POU and the client's POU. A process facilitator focuses on augmenting the creativity of others rather than restricting it, in order to have the greatest impact on the client. The facilitator leads the process creatively within the insight system.

1. Creating for a sponsor or client Tudor Rickards May 2007

2. The Insight Process The team creates insights for a client or sponsor The process involves insights drawing on belief systems or platforms of understanding (POUs) The team has a collective POU So does the client … Insights have to occur in both POUs

3. The insight system Client TM2 TM3 TM1 TM4 POU (team) POU (client) Process leader Context

4. The role of process facilitator The insight process can be chaotic and unstructured A ‘formal’ leader both creates and brings control, restricting the creativity of others A process facilitator focuses on augmenting the impact of the creativity of others on the client A process facilitator can be regarded as a creative leader within the insight system

5. The insight system Client TM2 TM3 TM1 TM4 POU (team) POU (client) Formal leader Context

6. The insight system Client TM2 TM3 TM1 TM4 POU (team) POU (client) Process leader Context Insight Flow