Blog

How to tell whether you have a real customer insight or not

In the last few blogs we have been looking at different dimensions of the art of constructing a compelling insight narrative. Here, one of the key ingredients of success is making sure that your presentation is premised on a genuine insight – not just a mildly interesting observation about customer behaviour. Many insight narratives fail …

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How to construct an elegant, compelling, flowing insight story

The art of creating an engaging insight story pivots around understanding the role of structure. A coherent structure sets the context, drives the flow of your argument, organises ideas into categories and makes it easier for the audience to understand your message. But structure is a funny thing. When a sound structure is in place …

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The challenge of winning both the emotional and rational argument

Here are Six Tips for Insight Professionals who must stay true to the hard evidence but who also want to give their evidence an emotional kick. In this blog we look at how you present an evidence-based insight message in an era when, in a straight choice between emotion and reason, emotion usually wins. Just as insight …

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There is nothing more practical than a great theory – discuss!

I am getting some very welcome feedback about the practical nature of my new book The High Performance Customer Insight Professional: How to make sense of the evidence, build the story and turn insights into action, which is now available on Amazon. This is reassuring because this book was specifically written to be a practical …

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‘When I want something interesting to read I write it myself’ (Attributed to Oscar Wilde)

Following the publication on Amazon of my latest book, The High Performance Customer Insight Professional, I have had a number of people asking me what the recipe is for getting underway with a business book, and finishing it? There is no silver bullet, magic, one size fits all recommendation. But one central issue to address …

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The High Performance Customer Insight Professional… It’s time to fling it to the public!

Winston Churchill once said this: Writing a book is an adventure.  To begin with it is a toy and an amusement. Then it becomes a mistress, then it becomes a master, then it becomes a tyrant. The last phase is that just as you are about to be reconciled to your servitude, you kill the …

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