The concept of “Insight” is overused and often misused in marketing. All too often insights are confused with “new information”, which may be interesting and useful but which doesn’t have the business and brand building power of an insight. So I’ve created this scorecard to help you and your team determine if you have an insight worth acting upon or not. To my knowledge, this is the first of its kind.
This scorecard is part of my latest product the “Aha! The indispensable Insight Generation Toolkit“, a set of 49 method cards designed to help marketers, market research professionals, and strategists mine for and uncover business-building insights. The cards are divided into three sections which I believe represent the three pathways to insight generation, i.e. 1. Problem Re-framing, 2. Insight Mining and 3. Insight Harvesting.
The cards represent the most comprehensive insight generation toolkit out there. As a matter of fact, I looked for this type of product but since I couldn’t find any, decided to create one myself.
The cards are only available on Amazon.
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Learn everything there is to know about brand position development and become more “brand positioning fluent” than 99% of the marketing community with my online course “The Art & Craft Of Brand Positioning Development”. Learn what it is, how to set objectives for your positioning, how to segment your consumers, how to create genuinely differentiating and distinctive positioning statements, sources of brand positioning, how to assess, evaluate, and improve existing positioning statements (with examples), and learn what mistakes to avoid.
Do you just want to learn the basics of brand positioning development? Check out the award-winning “Brand Positioning Workbook: A simple how-to guide to more compelling brand positioning, faster”. Available on Amazon around the world. (RAISE the prices again?)
Working solo on a brand positioning project or preparing a positioning workshop? Check out the best-selling Brand Positioning Method Cards for guidance and inspiration.
Interested in insights and how to generate them instead? Then the Aha! The Indispensable Insight Generation Toolkit might be for you. Available as a set of method cards in the US and as a Kindle document outside the US.
Need an expert team to help you position or re-positon your brand and identify new growth opportunities? Then reach out
Alternatively, you may want punctual advice, feedback, and inspiration without hiring a consulting team. Then, book an hour of coaching with me.