Insights: The "Gluten-Free" of Advertising

Insights are the "gluten-free" of advertising—they're trendy, everyone wants them, but few truly understand what they are!

A Plea to All Strategists: Don't Be Obsessed with Insights

• Not every campaign needs one.
• Not every campaign needs a new one.
• Not every campaign needs a new one articulated in a new way.

So, What Is an Insight?

I'm still learning, but I find a few filters helpful:

• A Combination of Opposites: Merging two contrasting "things" in a way that makes sense.
• Challenging Norms: Upending traditional thinking or popular social norms.
• Found at Intersections: At the cusp of category and consumer, consumer and brand, or category and brand.
• Simple, Not Simplistic: Clear and straightforward without oversimplifying.

How Do You Get Insights?

• Read Widely: People, books, fiction, non-fiction. Read between the lines.
• Flip Everything:Ask "Why?" Always question the reasons behind things.Ask "Why not?" Challenge existing beliefs and consider alternatives.Uncover Hidden Aspects: Look for what others might not see or have overlooked.
• Use Metaphors and Irony:Explain Ideas with Familiar Concepts.Identify Contradictions that reveal deeper truths.
• Connect Ideas:Use linking words like "but," "and," "however," "therefore" to show relationships.
• Consider Human Emotions:View issues through different emotional lenses (e.g., joy, fear, anger, surprise).

Think from Different Perspectives

To uncover unique insights, examine problems from various viewpoints.

For Example, from a Physicist's Perspective:

"In laundry, it's the invisible forces that create visible results—the washing powder's unseen molecular action removes the stains we see. The unseen shapes the seen."

This combines two opposites: the unseen (molecular interactions) and the seen (clean clothes), put together in a way that makes sense. It challenges the traditional focus on tangible aspects like scent or packaging by highlighting the hidden science that truly makes a difference. Positioned at the intersection of category (washing powder) and consumer understanding, it's simple but not simplistic.

By following this line of thinking, we realize that what happens at a microscopic level profoundly affects the macroscopic outcome. This insight can shift how we communicate the product's benefits, focusing on the powerful yet invisible processes that deliver the results consumers desire.

Some Other Insights I've Used:

• "Setbacks need stamina to fuel bouncebacks."
• "Mothers feel guilty about burning out while taking care of their kids, yet a child is a mother’s report card."
• "Brand X understands that when you're nuts about ice cream, you want as many options as possible so you can choose the one you love the most."
• "In sports, it's stamina that counts, not gender"

Final Thoughts

Insights are valuable, but they're not the sole ingredient for success. Don't let the pursuit of the perfect insight hinder your progress. Instead, focus on understanding different perspectives, challenging norms, and connecting ideas in meaningful ways.