An insight on its own is merely a human truth that someone internally identiﬁes with and
connects to. An actionable insight for marketers is when that human truth is melded with
some kind of undeﬁned creative expression or act that -- when done successfully --
somehow serves to elevate a brand. Why does this happen? Simply because the insight
and the creative expression coming together have contributed to something 'smart.'
Consumers recognize this 'smart truth' and then instinctively think that the people at the
company behind the brand are smart. And then the consumer gives them money.
Must lead to smart