Alternatively, if you unearthed an Instagram influencer recommended your product that week, it could be unexpected if you had no pre-existing relationship with that individual or hadn’t focused on influencer marketing. However, if you found out that most of the orders were fraudulent, that might be surprising, especially if you hadn’t experienced significant issues in the past. For example, if your marketing team launched a major promotion that week, a spike in sales wouldn’t necessarily be an unexpected result. Unless you can clarify why the product sales rose sharply with a reasonable explanation, you don’t yet have an insight.Ĭriteria #2 – Unexpected reason: If you discover a potential reason for the spike in weekly product sales, you still may not have an insight. ![]() By simply identifying or describing a phenomena or irregularity, you still haven’t explained what caused it. Even if you put this number in context (e.g., a similar spike wasn’t experienced the previous year), it’s still not an insight. Brent DykesĬriteria #1 – Shift in understanding: While a sharp increase in sales may generate interest and curiosity, this data point alone won’t shift anyone’s understanding. The two key criteria of an insight based on Gary Klein's definition. However, referencing Gary Klein’s definition, an insight must pass two criteria: does it shift your understanding, and does it do so in an unexpected way? This fact can be both notable and extraordinary. Let’s pretend you were presented with an observation that product sales rose 87% in the previous week. Observations are like seeds that can grow into insights, but more analysis or exploration is often needed before they can. However, even when you’ve spotted an interesting trend, pattern or trend in the data, you’re still missing a key ingredient-the ‘why’ behind the noteworthy numbers. They assume because the information stands out as interesting or unusual that they have uncovered an insight. Observations are not insightsĪ common mistake occurs when people confuse observations with insights. ![]() For me, this definition better represents what an insight is and its effect on our thinking. In a sense, you’re trading your belief or trust in a prevailing causal relationship (the Earth is flat) for a new one (the Earth is a sphere). He defines an insight as “an unexpected shift in the way we understand things.” In other words, an insight is new information that challenges our existing understanding, causing us to re-examine our assumptions and change our perspective. ![]() A breakthrough for me occurred when I came across a simple but clear definition by the cognitive psychologist, Gary Klein.
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