{"id":667,"date":"2014-08-15T00:00:00","date_gmt":"2014-08-14T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/seeing-what-others-dont-speed-summary\/"},"modified":"2019-11-19T16:32:56","modified_gmt":"2019-11-19T16:32:56","slug":"seeing-what-others-dont-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/seeing-what-others-dont-speed-summary\/","title":{"rendered":"Seeing What Others Don\u2019t [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/Seeing-What-Others-Dont-Remarkable-ebook\/dp\/B00BKRVU0G\">Seeing What Others Don\u2019t &#8211; The Remarkable Ways We Gain Insights<\/a><\/li>\n<li>Author:\u00a0Gary Klein<\/li>\n<li>Publisher:\u00a0PublicAffairs<\/li>\n<li>Publication date: 2013<\/li>\n<\/ul>\n<h3>What is insight anyway?<\/h3>\n<p>Ever wanted to nail the definition of <em><strong>insight<\/strong><\/em> simply and clearly?<\/p>\n<p>Eminent cognitive\u00a0psychologist <a href=\"http:\/\/en.wikipedia.org\/wiki\/Gary_A._Klein\">Dr Gary Klein<\/a>,\u00a0renowned for his work on\u00a0how people make decisions in practice &#8211; rather than theory,\u00a0has a simple and clear definition\u00a0for you. \u00a0In his latest\u00a0book &#8216;Seeing What Others Don\u2019t &#8211; The Remarkable Ways We Gain Insights&#8217;, Klein\u00a0defines insight as<\/p>\n<p><strong>Insight: &#8220;an unexpected shift in the way we understand things\u201d.<\/strong><\/p>\n<p>So when your client asks for insights &#8211; what they are really saying is \u2018surprise me, tell me something that will change how I understand my market\u2019.<\/p>\n<p>That\u2019s what you, I and other qualitative market researchers get paid for &#8211; we&#8217;re paid to see things that others don&#8217;t in order to shift how clients think about things. \u00a0We&#8217;re<strong><em> paradigm shifters<\/em><\/strong>\u00a0we\u00a0share\u00a0observations, interpretations and stories that shift understanding about\u00a0how things work.<\/p>\n<h3>Performance Enhancement<\/h3>\n<p>Of course, agencies like to bolt on their own\u00a0spin on\u00a0insight; &#8216;our insight not\u00a0only\u00a0shifts understanding, it also helps you\u00a0sell more stuff&#8217; (for more, more often, to more people)&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2771\" src=\"\/wp-content\/uploads\/2019\/11\/insight.jpg\" alt=\"insight\" width=\"1024\" height=\"768\" \/><\/p>\n<p>For Klein too, good insights are insights that have impact, they\u00a0not only change how we understand something, they also change how we perform or act. \u00a0And if they are powerful insights, then they not only change understanding and performance, they also change how we feel and what we want. When insight impacts on all four areas &#8211; understanding, performance, feeling and desires &#8211; it&#8217;s a potential<em> paradigm shifter<\/em>.<\/p>\n<h3>How to Have Insights<\/h3>\n<p>Based on an investigation of 120 insights that shook the world,\u00a0including those of Einstein, Darwin and Fleming &#8211; Klein outlines 3 &#8216;remarkable&#8217;\u00a0insight hunting techniques that can deliver paradigm-shifting understanding.<\/p>\n<ol>\n<li><strong>Look for Connections<\/strong> &#8211; make connections between your client\u2019s market and other markets &#8211; past or present; the Japanese understood how they could successfully attack Pearl Harbour not by studying Pearl Harbor but by looking at a Mediterranean battle between the Italians and the British. Out of the 120 insights investigated, Klein found making new connections were the source of 80% of them<\/li>\n<li><strong>Look for Contradictions<\/strong>\u00a0&#8211; look for inconsistencies in\u00a0behaviour and beliefs in the market. Hedge fund managers John Paulson and Paolo Pellegrini called the financial meltdown in the late 90\u2019s by spotting a contradiction between the beliefs of market experts (basic economic tenets and a belief in ever-rising house prices). Nearly 40% of insights investigated by Klein involved spotting contradictions &#8211; including Einstein\u2019s understanding of the space-time continuum.<\/li>\n<li><strong>Look for Creative Desperation<\/strong> &#8211; look at the market for acts of creative desperation; desperate brands that seem doomed but then suddenly do something that reverses their fortunes. By piggybacking on desperate but successful creative acts, you gain insight into the hidden workings of a market. Trapped firefighters famously learned to fight fire with fire by setting a new fire to create an escape route. If necessity is the mother of invention, then desperation is the father of insight.<\/li>\n<\/ol>\n<p>In addition to these three &#8216;remarkable ways we gain insight&#8217; &#8211; looking for connections, contradictions and successful acts of creative desperation &#8211; Klein suggests we might also look for coincidence and curiosities in a market. \u00a0 Physician Michael Gottlieb noticed coincidences in the types of symptoms that gay men began to present\u00a0in the 1980s &#8211; it led to the discovery of AIDS.\u00a0 Alexander Fleming noticed the curious behaviour of bacteria near mould (it died), and that led to the discovery of penicillin. However,\u00a0Klein cautions against looking for coincidences and curiosities as an insight hunting technique as they can be misleading and lead to dead ends. \u00a0Only 10% of the insights he investigated were found by looking at coincidences and curiosities.<\/p>\n<h3>The BG Take<\/h3>\n<p>We love &#8216;<em>Seeing What Others Don\u2019t &#8211; The Remarkable Ways We Gain Insights<\/em>&#8216; because it is insightful. Klein&#8217;s book has unexpectedly shifted our understanding of what insight is and how to hunt for it. We have a better understanding of what we\u2019re looking for &#8211; performance-enhancing understanding &#8211; and how to hunt for it &#8211; with the three big\u00a0remarkable insight hunting tools. \u00a0Armed with this insight into insight, we&#8217;re better equipper to help clients sell more by changing how they understand their markets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2772\" src=\"http:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2014\/08\/screenshot_509-1024x472.png\" alt=\"screenshot_509\" width=\"640\" height=\"295\" \/><\/p>\n<p>Whilst not a core theme of the book, we\u00a0also like Klein&#8217;s explanation of why many clients actually\u00a0don&#8217;t want insight &#8211; although that&#8217;s exactly what they say they want. \u00a0Insight is challenging because it forces you to change the way you think, the way you act, the way you feel, and the goals you seek. \u00a0That&#8217;s both risky and hard work. \u00a0So it&#8217;s far easier to stick with the status quo &#8211; and focus performance-enhancing efforts on reducing errors in what you do. \u00a0But to optimise brand performance, we think both are necessary &#8211;\u00a0error reduction and insight generation.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Seeing What Others Don\u2019t &#8211; The Remarkable Ways We Gain Insights Author:\u00a0Gary Klein Publisher:\u00a0PublicAffairs Publication date: 2013 What is insight anyway? Ever wanted to nail the definition of insight simply and clearly? Eminent cognitive\u00a0psychologist Dr Gary Klein,\u00a0renowned for his work on\u00a0how people make decisions in practice &#8211; rather than theory,\u00a0has a simple and clear definition\u00a0for [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Seeing What Others Don\u2019t [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/seeing-what-others-dont-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seeing What Others Don\u2019t [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Seeing What Others Don\u2019t &#8211; The Remarkable Ways We Gain Insights Author:\u00a0Gary Klein Publisher:\u00a0PublicAffairs Publication date: 2013 What is insight anyway? 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