Insight is a feeling, you kinda know it when you feel it.
It’s a disturbance in discourse – An insight creates a new way of thinking that was
impossible before, allowing us to express what was previously inexpressible.
Truth is usually boring. Truth is too late. If something is so well established to be
understood as true then chances are your competitor has already nicked it. Insights
don’t need to be deep, don’t go deep, go across. Don’t be monolithic.
Head of UK Practice
Disturbance in discourse