Insights about insights.

When most people see or hear a true insight about people, it resonates. Famous leaders, philosophers, writers and comedians are gifted at identifying a simple human truth and then explaining it in a way that we all nod, smile and think, “that is so true.” Usually these insights are not merely clichéd generalities, but offer something more piercing into the human condition.

Age is an issue of mind over matter. If you don't mind, it doesn't matter.

Being an intellectual creates a lot of questions and no answers.

Behind every great man is a woman rolling her eyes.

At the core of every great advertising campaign is an equally simple, compelling truth about the people we are trying to reach: our target audience. The hard part is getting to it. Because we can’t just find any human truth, we have to find a human truth that is addressed in some meaningful way by our client’s product or service.

The insight is there, somewhere, but to reach it you almost always have to do an extraordinary amount of work, an incredible amount of listening and be extremely disciplined so you don’t get distracted or mislead into false conclusions.

Insight is the most valuable part of your marketing strategy. It elevates your brand experience beyond the merely transactional and into something meaningful.