1) Insight is important for business leadership as it allows leaders to recognize customer needs that customers may not be aware of themselves. Good insight comes from thoughtful questioning, looking beyond the obvious, being willing to reframe problems, and trusting intuition. 2) Developing insight requires an "inquiry" approach rather than a "validation" approach to research. Small, iterative research aimed at uncovering new hypotheses is more useful than large-scale projects aimed at confirming existing assumptions. 3) Leading with insight means a business uses research to discover what it doesn't know about customers in order to create differentiation, innovation, and results. An insight-driven approach focuses on iteratively reframing problems to uncover

1. 2
Leading with Insight

2. 1.Insightquot;
2.Being Insightfulquot;
3.Leading With Insight

3. 1. Insight.

4. “A lot of times, people don’t
know what they want until
you show it to them…”
Steve Jobs

5. people don’t know
what they want…

6. “Recognizing the need is
the primary condition of
design”
Charles Eames

7. Recognizing quot;
the need

8. “Design works if it’s
authentic, inspired, and has
a clear point of view. It can’t
be a collection of input”
Ron Johnson

9. clear point of view

10. It can’t be a collection of
input…

11. Why is insight important?

12. Insight occurs when people
recognize relationships or
make associations between
objects and actions that can
help them solve new
problems.
Britannica

13. Recognize relationships

14. Insight is the act or result of
apprehending the inner
nature of things or seeing
intuitively.
Websters

15. Apprehending the inner nature

16. Recognizable Truths
…that help you understand quot;
the real nature of problems.

17. 2. Being Insightful

18. To be insightful, you must
embrace the following…

19. 1: You must ask thoughtful
questions

20. 2: You need to look beyond
the obvious

21. 3: You shouldn’t be afraid
to reframe the problem

22. 4: You must learn to trust
your gut

23. Who did I learn this from?
Richard Feynman

24. Who did I learn this from?
✖
Richard Feynman

25. Who?

27. That’s right…quot;
Columbo taught me
everything I need to know
about being insightful.

28. Back to Feynman for a
minute…

29. Karl Popperquot;
The “Wizard Merlin”
Perspective of Insight

30. “A magician of the highest caliber”
Wizard Merlin

31. Michael Posnerquot;
The “Prepared Mind”
Perspective of Insight

32. “I know I've been a pest. quot;
I'm just trying to do my job.”
The Prepared Mind

33. No Magic
Preparequot;
Incubatequot;
Illuminatequot;
Verify
The Art of Thought - Graham Wallas

34. The prepared mind has a
repeatable process

35. The prepared mind is always running its process

36. The prepared mind is always asking questions

37. One more thing…

38. The prepared always mind looks beyond the obvious

39. You know what I don’t understand…

40. The prepared mind isn’t afraid to reframe

41. There are a couple
of loose ends I’d like
to tie up. Nothing
important you
understand…

42. The prepared mind trusts their gut

43. It’s just one of those things
that gets in my head and
keeps rolling around in
there…

44. What’s really going on here?

45. Columbo is:
Treating insight as a consequence,
rather then a cause in problem solvingquot;
Understanding the underlying structure
of the problem and restructuring the
problem to avoid functional fixednessquot;
Applying procedural similarity to take
advantage of representative transferquot;
Waiting patiently for “suddenness of
solution”

46. 3. Leading With Insight

47. What does leading with
insight mean for your
business?

48. A pair of stories about
research, culture and
results.

49. Validation vs Inquiry

50. A culture of validation:quot;
$200K+ OF DISCOVERY RESEARCH
100 FOCUS GROUP PARTICIPANTS
25 INDEPTH INTERVIEWS
10 ETHNOGRAPHIC STUDY SUBJECTS
5 PERSONAS
= 0 UNIQUE INSIGHTS

51. A culture of inquiry:quot;
$1300 TO RENT A VAN AND A CAMERA
5 LOCATIONS IN 24 HOURS
4 SEPARATE HYPOTHESIS
3 GUT CHECKS
1 SEVEN MINUTE FILM
= 2 UNIQUE INSIGHTS

52. The Moral

53. Lots of research is a waste
of time and money.

54. ✖
Lots of research is a waste
of time and money.

55. Don’t use research to tell
you what you already
know…use it to tell you
what you don’t know.

56. 
Don’t use research to tell
you what you already
know…use it to tell you
what you don’t know.

57. So What?

58. Insights help uncover and
reframe the true nature of a
problem

59. Insights help businesses
identify and target positions
of differentiation.

60. How do I do this?

61. Iteratively Reframe
To Uncover the True quot;
Nature of the Problem

62. Iteratively Reframe
To Uncover the True quot;
Nature of the Problem

63. How do I really do this?

64. Crackpot Theory:

65. ZOMG

73. What does ZOMG have to
do with insight?

74. Real insights are memes.

75. Immediately Understood.

76. Self-replicating.

77. Seeds of transformation.

78. Is this a Crackpot Theory?

79. You tell me…

81. Insight should be a key
driver of your business
thinking.
Here’s why:

82. Good insight (and good
research) helps you to know
what your customers and
users need…quot;
before they know
themselves…

83. Leading with insight quot;
means that you can create
“the need”.quot;
True Differentiation
Real Innovation
Tangible Results

84. Insight is a state of mind

85. 2
And a way of doing business
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