Imagine you’re at a local market in Accra, surrounded by vibrant fabrics, aromatic spices, and the lively buzz of chatter. Among the colorful chaos, you spot a vendor who’s figured out a clever way to package kenkey that keeps it fresh for longer. You think, “Wow, that’s smart” That moment, my friend, is the spark of an insight.
What exactly is an insight?
Let’s break it down in a way that feels as familiar as your favorite plate of jollof rice.
The Heart of an Insight
An insight is like finding gold in a sea of sand. It’s that moment when you suddenly understand something in a new and deeper way. It’s not just a random fact or an interesting piece of data. No, It’s a profound realization that has the power to change how you think, feel, or act.
The Ingredients
What must an insight have and do? Let’s whip up a recipe:
1. Truthfulness
Think of this as the freshest ingredients from the market. An insight must be rooted in truth. It needs to be something that relates deeply with people because it reflects their reality, struggles, and goals.
2. Relevance
This is like adding the perfect amount of spice to your food. Your insight should matter to your audience. It should be something they care about, something that speaks to their current situation or emotions.
3. Surprise
Here’s where you add that unexpected twist, like discovering a new favorite spice. An insight should make people go, “I never thought of it that way”It should bring a fresh perspective that attracts their attention.
4. Actionability
An insight should inspire action. It’s not just about saying, “Wow, that’s interesting.” It should lead to a change, like trying a new product, adopting a new habit, or looking at the world in a different perspective.
Bringing It to Life
Let’s bring this to life with a little story.
Meet Ama, a marketing pro from Kumasi. Ama noticed that many local craftsmen/women struggled to get their products noticed in a crowded market. She took the time to talk to them to understand their challenges and one day, it hit her. The real issue wasn’t just about visibility, it was about storytelling. These craft men/women had incredible stories behind their crafts but didn’t know how to share them.
With this insight, Ama helped them create narratives around their products. The result? Customers were not just buying items, they were buying stories, heritage, and a piece of the craft men/women’s journey. Sales increased dramatically transforming the market into an outlet for storytelling.
Your Turn
So, the next time you’re brainstorming for a campaign or trying to solve a problem, remember to look for the gold. Ask yourself: Is it truthful? Is it relevant? Does it surprise? Will it inspire action?
And don’t forget to have fun with it. The best insights mainly come when you’re relaxed and enjoying the process. So grab a cup of cocoa (or whatever rocks your boat), sit back, and let your creativity flow. Who knows? Your next big insight might just be around the corner, waiting to change the game.
Stay curious and stay inspired.