Why is a good insight like a refrigerator?

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency.

Why Is a Good Insight Like a Refrigerator?

Jeremy Bullmore

Here is an insight: 'Product satisfaction arises less from inherent construction and performance than from consumers' internalised perceptions of personal utility.'

You may have found it faintly...