How to be insightful

Provides a novel framework and a structure for generating insight.


The Princeton psychologist Daniel Kahneman is fond of remarking that: “Thinking is to humans as swimming is to cats; they can do it, but they prefer not to.” While we’re the smartest species on the planet, each of us in possession of the most powerful supercomputer yet developed – the human brain – until recently we’ve been at a loss as to how the mind actually works. In his book of that name – How The Mind Works– Kahneman’s opposite number at Harvard, Steve Pinker, suggests that we actually lack the cognitive power to understand the workings...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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