广告教程：以洞察（insight）开始2.pdfVIP

Leading with Insight 2 1.Insight 2.Being Insightful 3.Leading With Insight 1.  Insight. “A lot of times, people don’t know what they want until you show it to them…” Steve Jobs people don’t know what they want… “Recognizing the need is the primary condition of design” Charles Eames Recognizing the need “Design works if it’s authentic, inspired, and has a clear point of view. It can’t be a collection of input” Ron Johnson clear point of view It can’t be a collection of input… Why is insight important? Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems. Britannica Recognize relationships Insight is the act or result of apprehending the inner nature of things or seeing intuitively. Websters Apprehending the inner nature Recognizable Truths …that help you understand the real nature of problems. 2. Being Insightful To be insightful, you must embrace the following… 1: You must ask thoughtful questions 2: You need to look beyond the obvious 3: You shouldn’t be afraid to reframe the problem 4: You must learn to trust your gut Who did I learn this from? Richard Feynman Who did I learn this from? Richard Feynman ✖ Who? That’s right… Columbo taught me everything I need to know about being insightful. Back to Feynman for a minute… Karl Popper The “Wizard Merlin” Perspective of Insight “A magician of the highest caliber”