Description
Insights are like unicorns: mysterious and elusive, powerful yet elegant. They are the quintessential a-ha moment that all businesses are after, and yet very few people can agree on what an insight is or how they got one. "Any Insights Yet?" demystifies the insight-building process in a way that can help any business leader or marketing practitioner get to higher ground. Packed with real-world examples from leading brands and award-winning campaigns, "Any Insights Yet?" provides a dynamic step-by-step process for connecting the dots between data, observations, and human truths, resulting in powerful insights that can breathe new life into your brand and give your business a long-term competitive advantage.
In this fast-paced, 2-hour read, you'll discover the key characteristics of a true, transformative insight; proven techniques and provocative questions for building a better insight; simple methods to stress-test your insight and turn it into an actionable idea; and how to write and sell an insight so that it can inspire others and transform your brand.
Advance Praise for "Any Insights Yet?":
"'Any Insights Yet?' tackles one of the most important and misunderstood concepts in marketing in a charming, relatable tone. Kocek uses creativity, common sense, and real-world cases to provide an easy-to-follow blueprint so readers can learn to ultimately uncover and cultivate their own insights. It's a wonderful resource for anyone from a senior strategist to an undergraduate student."
–Dan Cohen, SVP, Executive Creative Director, Saatchi New York
"Insights are intimidating, even for experienced strategists. 'Any Insights Yet?' makes them more approachable both in terminology and technique - including literal comic inspiration. Chris not only clearly lays out his points of view without getting stuck in semantics; he valuably plays out the process, tools, and tips to building effective insights."
–Seth Gaffney, Chief Strategy Officer, Preacher
"Read this book and you'll enjoy learning what insights are and what they are not, how to uncover and discover them, and most importantly, how to put them to work to make meaningful change. Chris Kocek is a terrific guide and you'll enjoy the journey. That's a prediction, not an insight."
– Mark DiMassimo, CEO, DiMassimo Goldstein
"'Any Insights Yet?' manages to define one of the most controversial, overused, and misused words in advertising in a way that removes all the 'fuzz' and mysticism and puts it in the most simple and useful terms. A must-read for anyone looking for an actionable toolkit for finding and building better insights."
– Maria Pazos, Group Planning Director, Carmichael Lynch
"If developing insights were easy, everyone would be doing it. When it comes to the art of getting to an insight, Chris has clearly articulated the good, the bad, and the helpful at a time when the ever-changing landscape of communications needs it most. This book is another great reminder of the power of ideas, the science that goes into the creative process, and most importantly the humanity that can exist in communications. An essential read for anyone interested in developing ideas."
–Justin Graham, Group CEO, M&C Saatchi Australia
"'Any Insights Yet?' is one of the best books I have come across for strategists, brand managers, marketers, or anyone looking for careers in those fields. Kocek is a great storyteller, and he keeps things moving with lots of real-world examples, resulting in great ideas for how to gain true insight about your brand. It's fast, fun, and easy to read."
– Assaf Avni, Professor of Advertising Creativity, Cal-State Fullerton