We all know that great marketing starts with great insight so it’s important that we continue to sharpen and hone our insight generation skills. I love working with insightful people, the ones who have a knack of really being able to get to the heart of the matter and spot the real killer insights. So, what do they do well and what can we learn from them?
1 Keep Looking
Insightful people are great observers. They spot details. They see things others don’t see. They’re very aware of whats happening around them. They look at body language. They never turn off their insight antennae. Everything they see or hear is the source of a potential insight
2 Really Listen
Great listening sounds easy but it’s not. It means listening openly and attentively without trying to second guess what’s coming next. Insightful people stay engaged all the time. They have a habit of getting people to open up by listening without having any assumptions . They’re able to manage the thread of a discussion so that people continue to reveal their true feelings
3 Great Questioning
Hand in hand with attentive listening is being able to probe and ask the right kind of questions, without imposing your point of view, criticizing or judging. Insightful people ask questions that are open and exploratory. Occasionally they ask questions that are provocative in order to explore a hypothesis or test a point of view, but it always encourages an honest response
in order to interpret what you’ve discovered you need to see the situation from the other person’s perspective, rather than purely your own. Insightful people are able to place themselves in the other person’s world so they can really make sense of what emerges rather than feel confused or surprised about what they see or hear.
5 Dig Deep
To get true insight, you need to keep exploring. Insightful people don’t settle for just the surface understanding. When they find something out that appears interesting they keep pushing and keep probing to get a deeper understanding.
6 Be Thorough
Insight people have great analytical skills. They talk to lots of people. They don’t jump to conclusions on the basis of flimsy information. They read data and look to spot patterns and make sense of the facts.
7 Project Forward
Insight is only useful what it can be applied to your business. Insightful people are always aware of the implications of what they’ve discovered and how it can be applied. Whenever they discover something they’re always projecting forward and thinking – is this helpful or useful?
These are the habits and behaviours of insightful people that I’ve observed. What’s your perspective?