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#07Exploiting insights
Insights turn information into choices: without them, you innovate blind.
by Ilario Tornese · Certified Innovation Manager (UNI 11814)
The principle
An insight is not a piece of data. It is a deep understanding of a need, often unspoken, that opens up an opportunity. It comes from connecting different sources (clients, frontline staff, the market, trends) and looking beyond explicit requests.
The most common mistake
The amount of data is mistaken for knowledge. Internal history and current clients’ requests get analysed, and the weak signals that anticipate change are missed.
How to recognize it
Ideas that are hardly distinctive and easy to copy. Difficulty choosing which projects to back, because there is no shared base of evidence. Products and processes that reach the market already outdated.
Where to start
Before designing any solution, spend time where the problem happens: in the warehouse, at the counter, next to the people who actually use the process. Many insights are there, not in the reports.
Insights turn information into choices: without them, you innovate “blind”.
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