Many businesses are in touch with their customers from an information perspective, but not necessarily an insights perspective. The purpose of insights is to connect head and heart knowledge—information plus inspiration. Too often, information just describes phenomena with no clear path of what to do with it. But the best insights reveal behaviors or phenomena and point to solutions or ideas. And because insights are grounded in human needs and desires, they lead to ideas that create value in people’s lives.Insights move you from knowing something to wanting to do something and create inertia for all functions of the business to want to take action—from designers and engineers to marketers and strategists.
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