Other than ‘strategy’, ‘insight’ is one of the most over and mis-used words in agency
world. There’s a difference between ‘I’ve found some stuff’ and ‘I’ve found an insight’.
Insights are unspoken human truths, truths the subconscious recognises when it sees
them. One of the best ways to ﬁnd them? Start with something that seems obvious and
keep asking ‘Why?’ and ‘What if?’.
VP Brand Strategy
Big Spaceship New York