Learn the working definition of an insight.
So, let’s try to define the word “insight”. You can define it however you’d like to define it but I’ve found insights as “unspoken human truths” a useful definition.
In The Four Points, we use insights to open up the problem.
The problem will feel like an insight because it seems like a confession or revelation.
Honest reporting of what it is to do strategy work will admit that we bounce between concepts and words and write then rewrite our way to something that seems clear. Then we’ll realize it isn’t clear, or it is flat. So we go again.