Insights for your business
What are they and how should they be used?
Ciao Ragazzi,
Insights seem to be all the talk these days.
For most brands, it’s the edge they need to deeply connect with their audience and to continue to differentiate.
But what are insights anyway and how should a small business or non-profit use them?
First, I’ll tell you what they’re not
It’s not data or a statistic. They might help inform the statistic, but often they are too generic to be used to make a discovery.
Speaking of being generic, it’s not a generic statement that isn’t ‘ownable’ for your brand. The more generic the insight, the more it WON’T resonate with your audience.
It’s not something made up that’s part fantasy and wishful thinking. Save the creative writing for after you’ve landed on an insight.
For small businesses. Non-profits. Start-ups. It’s much more.
It’s the human truth that resonates with your customers. More often than not, they’re unspoken. They’re behind the scenes.
It’s the why behind the why behind the why. It’s the why right before you die.
It’s the THING that makes it true. Be it a strategic territory, a new idea, or doubling down on an idea that brings it to life.
So, how do you find insights?
Observe facts. Facts + observation can often lead you to a new discovery and new discoveries are what propel and scale the best brands.
Take a statistic or piece of data and humanize it. Make it relatable to the problems your customer(s) are facing.
Then ask why and continue to ask why until it becomes something real and tangible.
When used correctly, insights shed new light on a problem and enable you and your team to create solutions that connect to the problem because, at the end of the day, the problem is shared by your customers and your customers are looking for you to solve their problems.
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If you’re looking for someone to help find the insights to propel your organization forward, let’s talk.
Just reply to this email or holler at me on LinkedIn.
✌️ Steven
P.S. Let me know what you’re thinking about the videos. I’m really starting to enjoy making them.
