The Benefit Ladder

The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…

Pyramid of Advantage

The Pyramid Of Advantage is a technique that helps us work out what our audience or customer finds unique and motivating about our brand or…

Advantage is Yours to Give

In The Four Points Framework, we write the advantage as an idea – an argument – that connects to the theme we’re playing with in…

How to Write an Insight

Here are ten ways in which you can write an insight. Also, I used the word “boring” as a noun in the first example. This…

Questions that Fetch Insights

For some reason, in business, questions can appear weak. To not know and to ask a question can mean that you aren’t perfect. This is…

How Insights Happen

Hint: “research” isn’t enough of an answer. Learning Outcome: Knowing how insights happen & how to tell they’ve happened.


S.W.O.T. stands for Strength, Weaknesses, Opportunities, and Threats. It’s simple. Strengths and weaknesses are internal to the company. Opportunities and threats are things that are…

Dump a Problem

Dump-A-Problem is simple. But there’s rhyme and reason to it. Learning Outcome: Learn a quick workshop activity to identify problems.


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