How To Be Insightful A storyteller’s guide to developing the genuine insights that drive more impactful communication
How To Be Insightful
A storyteller’s guide to developing the genuine insights that drive more impactful communication
Dramatis personaeMe
Don DraperAesop
Graham WallasAlan Turing
Tim Berners LeeTed Turner
Chris Donald
MEA story about …
Narrative Content
Consulting
DON DRAPERA story about …
AESOPA story about …
“Stories stick with us; they move us; they
persuade us to consider the constancy and
frailties of the human experience.”
“After a presentation, 63% of attendees
remember stories. Only 5% remember
statistics.”
Barriers to insightful stories
• Siloes
• Jargon
• Creative anarchy
• Tools, permission and confidence
• Multiple corporate personality disorder
Steve Girsky, GM Chairman
“Today, companies can no longer assume that inconsistencies in their stories will go unnoticed … Smart managers won’t resent the need to come up with a unified story. They will see the power of having one.”
– Harvard Business Review, July-Aug 2014, p.36
GRAHAM WALLASA story about …
The grandfather of insight?
What insight is
Mike Teasdale, Lowe“A glimpse inside the mind of the target audience, shining a light on a a possible
solution to the problem we have defined.”
• Increase chances of creative breakthrough
• Make creative process less painful, random
• Incite behaviour change
And what insight isn’t• Information, data, evidence,
analytics
• Casual observation (though many are)
• A universal human truth
Wallas’ four steps• Preparation
– “the problem is investigated, from all directions”
• Incubation– “not consciously thinking about the problem”
• Illumination– “the appearance of the happy idea”
• Verification– “the validity of the idea is tested”
Four STEP process
• Light bulb• Excitement• Conviction
• Test• Validate• Verify
• Frustration• Distraction• Subconscious
• Experience• Immersion• Analytics
SWEATTIMEOUT
EUREKA
PROVE
ALAN TURINGA story about …
TIM BERNERS LEEA story about …
Parlez-vous Boolean?
Little Big Data• The case of Tide and All, and Always
• The Cyborg approach: human-tech
• Integrate multiple streams, O-to-O
• Manual coding at scale via the crowd
Whether you’re in …… contract catering
… pharmaceutical marketing
… mass private transportation
… marketing performance management
TED TURNERA story about …
Four common analytics errors• Social media platforms create
insights
• Big Data is really impressive, insightful
• Automated analysis generates insights
• Machines understand sentiment
CHRIS DONALDA story about …
Four STEP process – Top Tips
• Be prepared• Think less to think more• Capture it all• How certain are you?
• Obvious?• r2 =/ causation• Data =/ insight• Eradicate false +VEs
• Exercise• Bath, shower, swim• Sleep, holiday• Dislocation
• Immersion to Blink!• Analytics• Human-tech• A TED a day
SWEATTIMEOUT
EUREKA
PROVE
And finally: Ogilvy’s 8 habits
• Courage• Idealism • Curiosity• Playfulness• Candour• Intuition• Free spirit• Persistence
SETESTETEPSPSETESP
Q&A