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Marketing Definitions
Insight
'Insight'
is a great word. Marketing insight sounds valuable.
Good to have, and worth paying a consultant or agency
if we can't find one ourselves. An insight is going
to help us succeed, to beat the competition. But
what is an insight? How can you be sure you've got
one?
Next time you think you've got an insight, check
it against this definition:
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An
insight is a fresh and unexpected perspective.
"It
gets the following reaction from those involved:
'Wow, yes, you're right.' I'd never thought
of it like that before, but you're absolutely
right. You really understand what's going on
here."
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Achieving
that kind of reaction is not easy. It means you
have to think of something that no one has thought
of before. Or, more accurately, that no one else
in your market has thought of before.
It requires that you look at things differently.
For that reason, most of the great sources of 'insight
inspiration' are from outside of your category,
and often outside of your (geographic) marketplace.
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