A simple summary of the mot salient points of Umar Ghumman's presentation on insights.

1. An insight is…

2. True. Useful. Fresh.

3. True. Useful. Fresh.
“Something that makes you go, fuck
me I never thought of it that way.”
Lucy Goode
(VP Planning, Publicis Montreal)

4. True. Useful. Fresh.
“A key discovery that could yield
tangible, marketable, meaningful
opportunity if applied.”
Laurie Dillon Schalk
(Planning Director, FCB Toronto)

5. True. Useful. Fresh.
“Something known but not levered.”
Bob Shanks
(Managing Partner, GRIP Limited)

6. You find them by…

7. Start with something that seems obvious
and keep asking “why?”
Mark Pollard
(VP Brand Strategy, Big Spaceship, NY)

8. The task is not so much to see
what no one yet has seen
but to think what nobody yet has thought
about that which everyone sees.
Arthur Schopenhauer
(wannabe planner)

9. Don’t stop
when you find one.

10. Be insightful
throughout the process.
Heather Leferve
(Group Planning Director, CP+B Miami)

11. Props to
Umar Ghumman
And all the clever people who contributed to
http://www.slideshare.net/umarghumman/wh
at-is-an-insight-34449790