Let’s reclaim insight as a way of looking and thinking, and take it off its pedestal of
unhealthy attention and worship. If our efforts are to be relevant, we of course need an
understanding of the outside world to be brought to bear upon the creative process.
However, our measure of its value should not be whether this input is an Insight or not.
But whether it is a) true and b) useful.
Head of Planning
Weiden + Kennedy Amsterdam
A way of looking & thinking