Showing posts with label insight. Show all posts
Showing posts with label insight. Show all posts

Monday, January 21, 2013

if facebook was a country blah blah blah

Once upon a time I was that douchebag.

The one who trotted out 'facts' and stats about social media or whatever was the thing at the time. To be fair I never used the 'if facebook was a country' one but it's one of the most 'available' examples that most of us recognise.

Until an old boss of mine forced me to reconsider this behaviour.

Every time I quoted some number or other he challenged me with the same question.

'So what?'

To illustrate, the following is an excerpt from TFAS that I've pulled from my Kindle highlights and one which has been rattling round my head this weekend.

The core of DK's schtick is, of course, intuitive heuristics - meaning that when faced with a difficult question, we often answer an another, easier, question instead, usually without even noticing what we did.

"People who are taught surprising statistical facts about human behavior may be impressed to the point of telling their friends about what they have heard, but this does not mean that their understanding of the world has really changed...

The test...is whether your understanding of situations you encounter has changed, not whether you have learned a new fact...

There is a deep gap between our thinking about statistics and our thinking about individual cases. Statistical results with a causal interpretation have a stronger effect on our thinking than noncausal information...

But even compelling causal statistics will not change long-held beliefs or beliefs rooted in personal experience...

You are more likely to learn something by finding surprises in your own behavior than by hearing surprising facts about people in general".


Wednesday, November 21, 2012

the deification of imbecility

Can't really argue with Craig Ferguson's splendid insight here.

via Dangerous Minds

Tuesday, October 02, 2012

to be perfectly frank



I don't know if Frank Sinatra ever wrote a song in his puff.

But it's hard to argue that as an artist his blues-inflected saloon balladeer ouvre (particularly his mid-50's period circa 'Only The Lonely') pretty much wrote the book of sharp American masculine cool, and with significant sex, style, subversion and skill to boot.

Sinatra's ability to interpret a song, and take it somewhere else was his art.

It was not necessary to have been the originator of the material.

As a young guitar slinger in the early 80's I was the principle tunesmith in several bands.

(None of these particularly 'made it' but that's not what the story is about.)

I was a fan of the hits of Burt Bacharach and Hal David for a time, but the prolific nature of that partnership meant there were literally hundreds of their songs that I was not familiar with.

So to write tunes for my band I would often pull out the Bacharach-David songbook, pick a tune a didn't know and use the chords to make up my own tune.

I couldn't read music so all I had to go on were the chord shapes.

So nine times out of ten I'd end up with something new based on 'copying' Burt and Hal.

In advertising we idealise and revere the novelty or originality of ideas and insights.

In fact, we relentlessly pursue the 'new', almost at all costs.

We hold aloft the stuff that proclaims 'this has never been done before'.

Really this is the true advertising conceit.
If we are honest, advertising has routinely hi-jacked, jumped upon or otherwise adopted and commercialized existing cultural ideas since day one.
That’s what it does, and that’s why it works.

But is new always better?

I've no qualms at all about adopting an insight from somewhere else and applying it to the particular problem I'm looking at.

I've equally no qualms about adopting the basis of an idea that may have been used somewhere else and improving it.

Because, and I’ll quote enfant terrible of le Nouvelle Vague, Jean Luc Godard here, it's not where something comes from that's important, it's where it goes to.

Novelty is over-rated, to be perfectly frank.

We don't always need new, just better.

Thursday, July 12, 2012

notes on insight

Those of you who know me will also know that it takes very little persuasion to get me to stand up on a stage ond pontificate about this, that and the other in our world of communications conundrums.

I'm not a pro by any stretch but give it a good go.
The more I do it the better I get, one day soon I'll have it down so stand by for that.

On the occasions when I've been on a roll, I'll often chat with delegates and audience members afterwards and (though not as often as I'd like) sometimes they will leave me with a handshake and 'thanks for the insights'.

Of course, I'm happy to accept these thanks but I feel like I should say 'thanks but there were, in fact, no insights in what you just heard'.

There will have been stories, some facts, many observations and even more opinions but not necessarily any insights.

I say this because we should be mindful of not undermining the term 'insight' in our work.
Real insight is a rare and precious thing, and should be valued accordingly.

Here's one of the the best descriptions of insight that I've encountered.
A good benchmark by which to evaluate whether something is, in fact, insight or simply observation.

[That's not to say observation isn't valuable but it's a step in the process to uncovering insight]

'Insight is the act or result of apprehending the inner nature of things or seeing intuitively'

(I'm not sure where that definition comes from. Point me if you know)

For us communicators we should understand the goal of insight.
Insight informs how we identify highest level emotional need in any given situation.

How to uncover insight?
These five steps are a good place to start.

1. Ask difficult questions. Most of these start with 'why?'
2. Look below the surface.
3. Reframe stuff (TV is the second screen, for example).
4. Trust your 'gut', your instinctive self. Under-think it.
5. Observe acutely and understand your own and others behaviours.

Of course there is also product insight, category insight, business insight and many others. But key to uncovering these is starting with 'why' not 'how'.

Wednesday, December 21, 2011

the case for real customer insight

Tweet of the week, and possibly the season itself.

This sums up exactly the problem facing Australian retailers.

The problem being that the vast majority don't even have a scooby what their customers problems really are.

They, in fact, don't have it all wrapped up.



Full marks to The Garden Doctor for the wit in retort, but it should have come from Myer or Jones, if they were listening.


Imagine the rich pickings for companies that listened properly for customer problems that they were in a unique spot to fix?

Tuesday, August 09, 2011

insight lesson from david bowie


In a 2002 interview around his album Heathen David Bowie expressed his frustration at having to continually (over) explain certain nuances related to the project.

In particular the photo on the sleeve in which his eyes are replaced by fish eyes.  

The fish being the secret symbol for Christians avoiding detection in prejudicial circumstances whilst signifying connection with each other. Ergo Heathen.

For those of us who are looking for those signs and symbols in relation to understanding human behaviour, and motivators thereof, as a profession there's a pointer from Dave, with a nod to the escalation of karaoke culture - the prevailing culture in which there is no responsibility, and instant fame/success can be had for little meaningful effort - which was already well underway even back in 2002.

'People are so fucking dumb. Nobody reads anymore, nobody goes out and looks and explores the society and culture that they were brought up in. People have attention spans of 5 seconds and as much depth as a glass of water.'

Tuesday, March 08, 2011

one insight to rule them all

There's an old post on the @madebymany blog which discusses the possibilities of applying elements of Agile Software Development Methodology to 'agency' process.

Or un-process, if you like.

Their bent is obviously towards the more digital end of the spectrum but the thinking happily applies across the whole communications agency caboodle.

[Planning gets it in the neck]

'The obsession that so many planners have with identifying those 1-2"insights" is a constant source of bemusement. I don't know where the practice of boiling down sacred diamonds (almost mystical in nature) stems from, but it seems ridiculous..'

I've pondered this too for some time. Probably trying to boil my own sacred diamond.

In fact, they have distilled the thinking into a four step 'manifesto' a la the Agile Software development creed.

1 - Collaboration & conversation over strategy decks & documentation
2 - Simplicity of purpose over 'sacred' consumer insights
3 - Testing hypotheses over long-winded research & deduction
4 - Responding to change over following a plan

I'm buying all of the above but would probably argue that there is one insight that definitely does matter.

And one which benefits from remaining un-changed and un-iterated.

This is the brand insight.
And it alludes to, and expands upon point 2 of the above.

What is this brand for?

The following paraphrases Umair Haque in chapter 6 of The New Capitalist Manifesto.
[note: jeez, how many manifesto's can i have in one post?]

How does this brand/company and their product/service have a tangible, meaningful and eduring positive impact on people, communities and society?

How does it make us fitter, healthier, smarter and better connected?

What value does it create?

What is the dramatic difference it makes?

Crack that insight and decisions about what to DO and COMMUNICATE are easy.

One insight to rule them all?
That's the diamond that needs boiling down.