What is a Capital I Insight?

• There is a big difference between what many today are calling insights and what I call – and develop – Capital I Insights. Too often, the term insight is applied to any learning or piece of information when in fact many times that learning or information is not really very insightful.
• A Capital I Insight is different. A definition would be “A newly discovered truth (often emotional) about the target that can be linked to a rational truth about the brand.”
• As such, Capital I Insights are:
  • About people, about how they look at themselves, about the hopes they have.
  • Newly discovered. A thought or idea that has not been expressed.
  • Obviously true, simple to understand and apply. If it takes a long time to describe, it is not a Capital I Insight.
  • Alive – Capital I Insights create strong reactions and spark ideas.
  • Elusive – Capital I Insights are not easy to find, yet you can discover them – but you have to know how to look.
• Capital I Insights are powerful, they can transform your business and your brand by helping you differentiate your business from your competition - by creating strong rational and emotional bonds with your customers, and by creating trust and engaging your customers, distribution partners and your entire employee team. Most importantly, Capital I Insights give you the opportunity to talk with your customers in a way that causes them to think "Hey - this company really understands me." This creates trust, which over time creates loyalty.
• While not easy to find, they are worth every effort you make to discover and develop them.

Learn more by reading my Capital I Insight blog post.