Potential for change is the reason great innovators get goose bumps from great insights, which hurl open the gates to new possibilities that weren’t viable before.
One of the most powerful thing is to listen for the thing that is normally not being said. Occasionally it is being said. Usually the best insights come from mixing a consumer truth, a brand truth, a commercial truth and a marketing truth. For technology brand you can add user experience truth. For advertising it might be a storytelling truth.
So, lets start with a definition?
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