The document discusses how to organize and develop insights. It provides frameworks for scanning the environment, observing contexts primarily and secondarily, and identifying business opportunities from insights. These include STEEP for scanning socially, technologically, economically, environmentally and politically; AEIOU, POEMS, POSTA and WHY for primary observations; and SWIPES and secondary trend precursors for secondary observations. Insights should then be framed, focused on, developed and shared to have business impact by identifying opportunities based on idea, market size, value, customer acceptance, competition and timing.

1. Insights
where to look and
how to organize them
Wayne Pethrick
wayne@pethricks.com | @soultwayne
Product Camp NYC
Sept 17 2011

2. Today
Insights…
• How to frame
• How to focus
• How to develop
• How to share
• How to remember

5. secondary
ENVIRONMENTAL
STEEP SCANNING
Social
Technological
Economic
Environmental
Political

6. secondary
TREND
SWIPES PRECURSORS
Statistics
Written and broadcast materials
Intense focus
Pitches and promotions
Exits and entrants
Superhits

7. primary
contextual
AEIOU OBSERVATION
Activities
Environments
Interactions
Objects
Users

8. primary
contextual
POEMS OBSERVATION
People
Objects
Environment
Messages
Services

9. primary
contextual
POSTA OBSERVATION
People
Objects
Settings
Time
Activities

10. primary
contextual
WHY OBSERVATION
What
How
whY

11. BUSINESS
IMPACT OPPORTUNITY
Idea
Market size
Positive net present value (oppty cost)
Acceptance by customers
Competition
Timing