From the course: Managing for Better Ideas
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The importance of insight in idea generation
From the course: Managing for Better Ideas
The importance of insight in idea generation
- Insight is a confusing word, even though it's used a lot in the worlds of creativity and strategy. So let's clear it up. Over the last few years I've asked lots of strategists and business consultants what they mean by the word insight. And few of them could tell me with any clarity. So I set off on a mission to come up with a simple definition and a practical approach. When you do your research well, you'll end up with a number of interesting observations, and insight is an interesting reason behind an interesting observation. Simple as that. So, let me give you a fictitious example. Imagine you're an insurance company that's discovered a sudden increase in foot injuries. Hospital records show that there were 27% more people admitted for fractures on their feet in the past year compared to other years. That's an observation. It's interesting, but it's not that helpful yet. Not until you find the interesting…
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