Columbo And The Art of Insight

There was always a moment in every Columbo episode where Peter Falk was on his way out the door and he'd pause, turn around, and say "Just one more thing...". I've always believed that insight should be a key driver of business strategy and thinking which is perhaps why I like this presentation by Matthew Milan of Critical Mass. Like Columbo, says Matthew, business should use insight to help discover and reframe the true nature of a problem ("Understanding the underlying structure of the problem and restructuring the problem to avoid functional fixedness."). Great insight means you know what your customers need before they do.

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Comments

[Andy]

Nice. And great Columbo reference.

ramble commencing...

we abuse insight (and strategy for that matter) once we become aware of where they have taken us before. Suddenly we're thinking in terms of the solution we want and what we can do to get there.
Something Milton Glaser wrote about designers being liars always stuck with me: Once you're conscious that creating an old-looking logo gives the impression of tradition and authenticity, that authenticity is destroyed. Same with "insights". When you admire them retrospectively from the vantage point of a great solution, you start imagining similar 'insights' that will act as a springboard to take you to a similar place, rather than approaching each problem like a new one. Like Columbo.

I'm sure not all of that made total sense, but if I think about it too long I'll lose the will to share.

Andy in beta

[neilperkin]

I think you make a very valid point Andy. Too often we rush to the solution, thinking we already know what the insight will tell us. Good point well made methinks (and an insightful comment on a post about insight!)

[Mikej]

This helped to crystalise my thoughts on insight. My favourite parts are the term 'reframe '.... it could catch on and I have started it already. As well as 'validation vs inquiry'.

I used some of the ideas to this presentation in a training session today. Its very true people run to the ideas. I kept trying to pull them back and said.... your creating the field so your ideas are more defined.... instead of having adhoc things all over the place...in a scattergun approach. You can concentrate in a specific territory and its strong the ideas will flow. It will make the sale of your ideas easier as well. It seemed to work