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How to be Insightful

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Repurposed OLD insight deck for new planning blood. Purpose was to incite conversation on what good work is, how we get there, and what its like on they way. Attempted to attribute all appropriate folks.

Published in: Business, Spiritual, Technology
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How to be Insightful

  1. 1. HOW TO BE INSIGHTFUL Ross Cidlowski 9.15.2011 1
  2. 2. CONTENT I. Insights? II. Principles of being insightful III. Application 2
  3. 3. Insights are profound human truthsspecific about people, categories,products, businesses, and brandsthat are presented in a freshstimulating way. 3
  4. 4. INSIGHTS IMPROVE OUR BATTING AVERAGE 4
  5. 5. INSIGHTS ARE ULTIMATELY WHAT PLANNERS ARE JUDGED BYbetter insights better creative ideas better business Nice try.... but how planning creative about another round of development? 5
  6. 6. Insights are ways to demonstrate thatwe planners make stuff, what acampaign/engagement is built on andout of, and reinforce why clients pay forplanning 6
  7. 7. PLANNERS SAY INSIGHTS ARE...•“ A great revelation that produces great work”•“Not merely an observation, it explains why rather than just observing that people do something”•“It must be cause AND effect - insights prompt effect”•“Insights....they’re the things that other people think of, then you immediately wish you had” 7 Source: Simon Law
  8. 8. GOOD INSIGHTS DO SOMETHINGAt least 1 of 2 things, ideally both: •Uncover a new way of thinking •Make connections where there previously werent any 8
  9. 9. ISNT / IS ISNT Kids like to build stuff. Parents like when their kids build things because it keeps kids busy and teaches them how to problem solve. IS Parents believe that children who are creative problem solvers will do better and achieve more in their personal and professional lives. 9
  10. 10. INSIGHTS COME FROM ALMOST ANYWHERE 10 Source: Simon Law
  11. 11. AND ANYONE Creatives Significant other Overheard on theAccount “paper pusher” street The front desk Mom 11
  12. 12. GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance Jensen 12
  13. 13. GOOD INSIGHTS CAN LEADS TO GREAT WORK(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance Jensen 12
  14. 14. CULTIVATING INSIGHTS MEANS KNOWINGHOW AND WHERE TO LOOK 13
  15. 15. “Creativity is aboutwhat you take away,not what you put in.”-Pablo Picasso 14
  16. 16. PRINCIPLES OF BEING INSIGHTFUL 15
  17. 17. FOCUS ON OBSERVATION Observations are the starting points for insights More obvious than insights Sometimes more applicable than insights Simple ways to start conversations 16
  18. 18. BUILD A NETWORKThe best way to developobservations is to talk with others.Create a network by talking to anew person each week aboutyour observations. Go outsideyour discipline or account. 17
  19. 19. TRIAL & ERROR BEATS THE LONG GENIUS >BEST CASE SCENARIO WORST CASE SCENARIO•Finding observations and insights is journey •Even the Lone Ranger had a partnerthat takes patience, time & persistence•One must embrace failure & fail harder •Working solo encourages swinging for fences•Kindergarteners can beat the MBAs •The most dangerous idea is the one not shared 18
  20. 20. CATALOG EVERYTHING Insights can sell the planning journey, but first it must be documented •Creating a living breathing document (or space) can capture the essence of the problem, thoughts & more developed thoughts •Cataloging helps us avoid under & overcooking things •Allows us to quickly step back and see resonant thoughts •Quickly bring others up to speed •Sometimes need to see all the things you could have done to know where to go next 19
  21. 21. USE PROVOCATIVE STIMULUS > You shouldn’t be using this sort of …But that’s the …zzzzzz… world we live…yeah right… argument. It’s not ethical… in… 20
  22. 22. LEVERAGE OBSERVATIONS IN YOUR OWN LIFE Talk to the people you know. Thats Books don’t just furnish a room - the way good copywriters have they form persistent memories, always done it. (blasphemy) determine imagination, and display our connection to histories and cultures. Source:Paragraph Project 21Source: Simon Silvester YR
  23. 23. CREATE OBSERVATIONS WHEN NEEDEDInsights don’t have to be expensive or come with 8-weektimelines To understand the meaning of beauty today, one agency simply asked women to tell them. To understand the personalities of different luxury car owners, one agency simply photographed and analyzed their personal license plates. Source:Paragraph Project 22
  24. 24. THE HIDDEN TRUTH SPEAKS LOUDEST “Americans really prefer big, yet sporty cars. They like quality made, large cars that have strong engines and big bodies to help them feel safe.” Americans have a love affair with driving. While they put safety first for their families, what they really want is vehicle that can own the road. Its really about feeling inSource: Simon Silvester YR control in a way that matches your 23
  25. 25. SEEK UNIVERSAL BELIEFS 24Source: Simon Silvester YR
  26. 26. PRINCIPLES OF BEING INSIGHTFUL1. Observations are more plentiful and actionable2. Create a network to stress test thoughts3. Trial & error always beats a lone genius4. Catalog everything as looking back is equally important5. Provocative stimulus leads to better insights7. Leverage insights in your own life6. Create observations if you must7. The hidden truth always speaks the loudest8. Seek universal beliefs that are simple and resonant 25
  27. 27. APPLYING THE PRINCIPLES 26
  28. 28. DETERMINE YOUR AUDIENCE Who is the insight for? •Client •Account •Creatives What is the best way to bring to life? 27
  29. 29. DON’T REFLECT REALITY“It’s illuminating & romantic” 28
  30. 30. CREATE REALITY 29
  31. 31. SAY ONLY ONE THING 30
  32. 32. TALK TO EVERYONE AND YOU TALK TO NOONE Source:Simon Law 31
  33. 33. ALWAYS GET PEOPLE TO DO SOMETHING 32
  34. 34. KEEP IT SIMPLE 33
  35. 35. YOU CAN CREATE STATISTICS AS WELL ASREPORT THEM 34
  36. 36. IF YOU DON’T KNOW WHERE YOU ARE GOING,ALL ROADS ARE EQUALLY GOOD 35
  37. 37. LINK SIMPLE OBSERVATIONS & BUILDSOMETHING BIGGER 36
  38. 38. ADMIT YOUR FAILURES 37
  39. 39. DIG DEEP FOR FACTUAL SUPPORT POINTS 90% OF FOOD GROWN IN ETHIOPIA DOESNʼT FEED ETHIOPIANS 38
  40. 40. NO ARMY IS AS POWERFUL AS AN IDEAWHOSE TIME HAS COME 39
  41. 41. TEST ITWrite the insight on a blank sheet of paper with nosupporting words.IS IT STILL INTERESTING? 40
  42. 42. SOME PARTING THOUGHTS...•Observations are the starting points to insights•Its crucial to use evidence to track and share thoughts with others as you build insights•Never rest on an observation, use growing evidence to continually validate insights•Trial and error always leads somewhere better•Determine the real audience when considering presenting insights•Keep it simple, say one thing•Create reality rather than just reflecting it•Get them to do something (creatives and consumers) 41
  43. 43. 42
  44. 44. THANK YOU 43
  45. 45. REFERENCESSimon Silvester - Y&RGareth Kay - ModernistaSimon Law - True Worldwide - http://www.simon-law.com/archives/13APG - UK 44

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