2. Digital Strategist’s Mental Toolkit:
Insight creation_
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3. Key points_
What this section will cover:
• Insight definition
• Triggers and tools
• Making the decision
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4. Definition of an insight_
An unexpected but simple universal tension that exists between the
target and the product
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5. Definition of an insight_
Aha!
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6. Definition of an insight_
Insights aren’t so much created as they are triggered.
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7. A great insight_
People don’t want a quarter-inch drill, they want a quarter-inch
hole.
Jeremy Bullmore, WPP
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8. A great insight_
Virgin Express is inexpensive but not cheap.
Source: PSFK
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9. Insight triggers_
• Gather raw material
• Intake and ruminate
• Look for commonalities
• Find and explore relationships that have tension or
unresolved issues
• Search for outliers, incongruities
• Debate and discuss with everyone
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10. Insight triggers_
• Debate with a team member
• Engage in mental simulation
• Use metaphor and analogy
• Do storytelling
• Improvise the answer
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11. Trigger tools_
1. Assume a beginners mindset
– Don’t judge information as it comes in
– Question everything
– Really listen and take in the information
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12. Trigger tools_
2. What, How, Why method
– What is the information you are looking at? What is happening?
– How is it relevant? How many ways can it be interpreted?
– Why should it be considered? Why is it happening?
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13. Trigger tools_
3. Madlib
– Play with combinations and templates to trigger thoughts
– [consumer] needs to [utility] because [external force]
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14. Trigger tools_
4. K-J Technique
– Eliminate team bias through silence
– Allows for generation and classification of many ideas
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15. Trigger tools_
5. Constrained brainstorming
– Better than standard brainstorming
– Allow criticism, devils advocate, constraints
– Results in better insight generation
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16. Decision making with limited input_
How will you know if you have to go with what you have?
• Engage in mental simulation
• Use metaphor and analogy
• Do storytelling
• Improvise the answer
Go with your gut.
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