All insights are factual. Few facts are insightful.
Insights are linked to needs – from primal & survivalist to emotional and egocentric.
Not all insights are equal. Some are potent, others impotent.
Insights hide behind barriers – of our own making and our environment’s.
Insights make good stories. Facts rarely do. People share stories, but rarely facts.
Understand what drives us. The hierarchy of needs.
Identify barriers to insightfulness. What we don’t see past the facts.
A fact in insight’s clothing. How to spot a fake insight.
Meet the world’s most famous insight.
Not all insights are equal. Potent versus impotent insights.
Learn to turn facts into insights. WWW&H, a simple foolproof technique.
Identify insights behind famously successful products & communications.
You’ll have mastered a technique you can use on demand in the future to uncover potent insights behind banal facts.
You’ll have identified a truth about your audience that few, if any, competitors have found.
You will have the foundation for a deep communication with your audience.