This document provides tips for building insight and problem solving. It recommends asking people what they need and comparing that to trends. To get answers, it suggests asking about the environment, workload, and teamwork. It also advises asking interviewees about their motivations. For problem solving, it recommends reframing problems using "kaleidoscopic thinking" and considering impossible solutions that could breakthrough. It stresses that insight is a consequence of addressing problems.

1. STEP BY STEP INSIGHT
BUILDING
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2. ASK PEOPLE WHAT THEY NEED
COMPARE THAT WITH BUYING TRENDS
ADD SALES/MARKETING GOALS
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3. HOW TO GET ANSWERS?
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4. ASK ABOUT THE ENVIRONMENT, WORKLOAD,
TEAMWORK
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5. ASK ABOUT PEOPLE YOU ARE INTERVIEWING,
TRY TO SEE WHAT ARE THEIRS MOTIVATION
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6. LOOK BEYOND THE OBVIOUS
DON'T BE AFRAID TO REFRAME THE PROBLEM.
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7. USING „KALEIDOSCOPIC THINKING” TO
REFRAME THE PROBLEM
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8. HOW WOULD SOMEONE WHO KNOWS NOTHING
ABOUT THIS PROBLEM OR ISSUE APPROACH IT?
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9. WHAT DO WE KNOW TO BE IMPOSSIBLE, WHICH IF IT
WERE POSSIBLE WOULD CREATE AN AUTHENTIC
BREAKTHROUGH?
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10. HOW WOULD THE WORLD'S BEST PROBLEM SOLVING
ATTACK THIS ISSUE?
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11. WHAT IS THE ONE OBSTACLE THAT, IF SURMOUNTED,
WOULD CREATE THE GREATEST MOMENTUM FOR US
IN THIS ISSUE?
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12. IF WE PUT ABSOLUTELY NO LIMITATIONS ON WHAT'S
POSSIBLE, WHAT IS THE MOST OUTRAGEOUS
SOLUTION TO THIS PROBLEM?
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13. IF WE HAD TO GET THIS RESOLVED IN THE NEXT
THIRTY MINUTES, HOW WOULD WE DO IT?
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14. REMEMBER
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15. INSIGHT IS A CONSEQUENCE OF A PROBLEM.
IF YOU ARE DEALING WITH A PROBLEM YOUR INSIGHT
IS ALREADY WAITING TO BE DISCOVERED.
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