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Leading With Insight Two
1) Insight is important for business leadership as it allows leaders to recognize customer needs that customers may not be aware of themselves. Good insight comes from thoughtful questioning, looking beyond the obvious, being willing to reframe problems, and trusting intuition. 2) Developing insight requires an "inquiry" approach rather than a "validation" approach to research. Small, iterative research aimed at uncovering new hypotheses is more useful than large-scale projects aimed at confirming existing assumptions. 3) Leading with insight means a business uses research to discover what it doesn't know about customers in order to create differentiation, innovation, and results. An insight-driven approach focuses on iteratively reframing problems to uncover
