PSFK article: Insight's Don't Exist

‘Insights’ aren’t something to be arrived at. Insight is unique intuition, intelligence and knowledge that informs the entire creative communications process. It’s also not so formulaic; there are practices that help one be more insightful (research, immersion, questioning and observation), but they will not all arrive at the same ‘insight’ against the same business objective (insights aren’t just waiting to be found). Insights, as we collectively often treat them as an industry, are actually just re-packaged observations. It’s in our and our clients’ favor to challenge ourselves with a more demanding and ‘insightful’ approach.