I just finished reading a well-written and insightful paper about insights and the role they play in innovation consulting. The author, Mark Payne, Fahrenheit 212 co-founder and President, seems to practice what he preaches. The fundamental role of “commercial insights” he explains to be necessary for successful innovation consulting, for example, seem to have greatly influenced the design of his firm, the kinds of people they employ, and how they solve problems for clients.
Below are some of my favorite quotes and takeaways from this paper.
“To innovators, great insights are springboards with tensile value. Throw weight of your imagination upon them and they will forcefully propel you in new directions.”
“…an energizing truth because yes, our reaction does matter. Insight needs to inspire and ignite ideas and action among the people it touches. Forget the lonely inventor in the garage. Innovation is a team sport and great insights will electrify and galvanize teams around a sense of new possibility.”
“Consume insight is absolutely critical and instrumental, but it isn’t enough to ensure an idea represents as big a step forward for the business as it does for the consumer.”
I am an Introspector type of insight generator.
It was a tough call, because I think I generate insights in all three ways (Detective, Empathizer, Introspector), but if I had to pick just one, I think most of my insights come from personal experiences that I then seek to understand and validate with other people.
“Outside-In means looking inward at company assets from the standpoint of the consumer’s tensions and emerging needs. Inside-Out means looking out at the consumer from the perspective of the under leveraged assets and tensions embedded in the company.”
“…it’s far easier to excite a consumer with creative, new transformational possibility than it is to get a company to embrace something it’s never done before. Commercial insights hold the keys to winning over the company.”
I would partially define insight to be about seeing what is already there, but that others have not seen. Nature already is already providing all the information we need, but we have to connect the dots, analyze the information, look for patterns, and look for the explanatory variables.