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BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the genuine insights that drive more impactful communication
This document provides guidance on developing genuine insights that can drive more impactful communication. It discusses what insights are and are not, and outlines Graham Wallas' four-step process for gaining insights: preparation, incubation, illumination, and verification. The document also cautions against common mistakes in analytics like assuming social media or big data provide insights on their own. It encourages taking breaks to let the subconscious work and exercising various techniques like immersion, analytics, and bringing a human perspective to technology. Finally, it lists Ogilvy's eight habits that can foster insightful thinking.
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BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the genuine insights that drive more impactful communication
- 1. How To BeInsightful A storyteller’s guide to developing the genuine insights that drive more impactful communication
- 2. Dramatis personae Me Don Draper Aesop GrahamWallas Alan Turing Tim Berners Lee Ted Turner Chris Donald
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- 6. DON DRAPER A storyabout …
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- 14. “Stories stick withus; they move us; they persuade us to consider the constancy and frailties of the human experience.” “After a presentation, 63% of attendees remember stories. Only 5% remember statistics.”
- 18. Barriers to insightfulstories • Siloes • Jargon • Creative anarchy • Tools, permission and confidence • Multiple corporate personality disorder
- 19. Steve Girsky, GMChairman “Today, companies can no longer assume that inconsistencies in their stories will go unnoticed … Smart managers won’t resent the need to come up with a unified story. They will see the power of having one.” – Harvard Business Review, July-Aug 2014, p.36
- 20. GRAHAM WALLAS A storyabout …
- 21. The grandfather ofinsight?
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- 24. Mike Teasdale, Lowe “Aglimpse inside the mind of the target audience, shining a light on a a possible solution to the problem we have defined.” • Increase chances of creative breakthrough • Make creative process less painful, random • Incite behaviour change
- 25. And what insightisn’t • Information, data, evidence, analytics • Casual observation (though many are) • A universal human truth
- 26. Wallas’ four steps •Preparation – “the problem is investigated, from all directions” • Incubation – “not consciously thinking about the problem” • Illumination – “the appearance of the happy idea” • Verification – “the validity of the idea is tested”
- 27. Four STEP process •Light bulb • Excitement • Conviction • Test • Validate • Verify • Frustration • Distraction • Subconscious • Experience • Immersion • Analytics SWEAT TIMEOUT EUREKAPROVE
- 28. ALAN TURING A storyabout …
- 32. TIM BERNERS LEE Astory about …
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- 36. Little Big Data •The case of Tide and All, and Always • The Cyborg approach: human-tech • Integrate multiple streams, O-to-O • Manual coding at scale via the crowd
- 37. Whether you’re in… … contract catering … pharmaceutical marketing … mass private transportation … marketing performance management
- 38. TED TURNER A storyabout …
- 41. Four common analyticserrors • Social media platforms create insights • Big Data is really impressive, insightful • Automated analysis generates insights • Machines understand sentiment
- 42. CHRIS DONALD A storyabout …
- 44. Four STEP process– Top Tips • Be prepared • Think less to think more • Capture it all • How certain are you? • Obvious? • r2 =/ causation • Data =/ insight • Eradicate false +VEs •Exercise •Bath, shower, swim •Sleep, holiday •Dislocation •Immersion to Blink! •Analytics •Human-tech •A TED a day SWEAT TIMEOUT EUREKAPROVE
- 45. And finally: Ogilvy’s8 habits • Courage • Idealism • Curiosity • Playfulness • Candour • Intuition • Free spirit • Persistence SE TE STE TEP SP SE TE SP
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