What Is An Insight?
(And How Do You Know When You’ve Got One?)
The word “insight” is ubiquitous in the innovation business these days, but the meaning of the word has become vague. Time was when an insight was any deep, intuitive, accurate understanding. As I watched my kids mature I occasionally had insights about their behavior that led me to be a better parent (I hope). Reading a few novels by the same author reveals insight into the author’s personal values. And surely the earliest humans gained all sorts of insights that enabled their survival and still shape our DNA today. Insights like these are helpful, but they have little to do with innovation and “unmet consumer needs” … or do they?
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