Lesson 4 of 7
In Progress

How Insights Open Problems

There are five things that insights need to do to work within The Four Points Framework. They need to:

1. Open up the problem

2. Keep the audience in mind at all times – without judging them, without adding an implication or a “therefore”

3. Lead into the brand – if the brand can’t say it has anything to do with the insight, then it’s not useful

4. Withstand argument – you need to be able to argue for an insight. This is different than proving one. This means you need proof for your argument while knowing it is difficult to predict the future, which means that proving your insight will be difficult. 

5. Excite the team – and you. If people aren’t into your insight, go again. This is an exchange of energy.


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