Wake from lies, walk to truth

a world contaminated by fake news, metastasised with leadership lies and bleeding with runaway corruption, searching for the ‘truth’ may feel hopeless and irrelevant… unless you are in a strategy or research function in your organisation. In that case, there is some light at the end of a narrow, stinky and very dark tunnel. This light is called ‘insight’. When facts have lost value and anything can be manufactured, the validity of an insight is the truth worth fighting for in marketing these days. As with most things, a good definition is arguably the best way to avoid unintended fallacies. As such, let’s quickly establish what insights are – and, perhaps more importantly, what