Insights that Incite argues that the most effective and enduring communications are those born from single, simple insights into human behavior. Or more specifically human consumer behavior. Insights so simple that once revealed people react by saying, "that must already exist" or "why didn't I think of that". Insights require communicators to look at situations from new angles, examine problems from other perspectives, seek inspiration from other industries, from the animal kingdom, from science, from science fiction. The paper asks…How insightful are you? and How insightful are you?. Does your marketing and communications prompt new thinking? Will it change the way people think? Is it created solely for creative sake or does it solve a real business problem? Does it help sell more, more often, to more people, at a higher price? Does it improve our world?


Jeff Swystun, Chief Communications Officer, DDB Worldwide

Posted on November 12, 2009 3:39 PM | Permalink | Comments (3)