The New Art of Ideas by Robin Landa

Author:Robin Landa
Language: eng
Format: epub
Publisher: Berrett-Koehler Publishers

Finding an Insight

Let’s recap some ways you can use to find an insight:

•Find the pain points. The difficulties people experience with a product, service, or sector might lead to innovation or creative ideas.

•Challenge the status quo. Create alternatives, work-around solutions, or new ways of doing something. Streaming music, for instance, is an alternative to buying music embedded on hard objects.

•Look for incongruities. Find the things, data, trends, or behaviors that are inconsistent with how most businesses or disciplines operate.

•Use analogies. Co-opt methods, systems, intelligence, or paths employed in other disciplines. For example, TikTok relies on artificial intelligence for its algorithms for users’ “For You” pages.

•Do or make. Writing or making something is one way to experiment with articulating an idea. Writing or making—doing—becomes a process of discovery. When you search for an insight through the process of making or doing rather than immediately jumping on a vague idea, you’re likely to get better results.

•Ask yourself imagination-building questions. What if I were to . . . ? What if I swapped out . . . ? What if I reverse this? What if I change the shape?

•Think about intersections of factors. Such factors could include technology, demographics, trends, the economy, and social movements. For example, think about 3D printed housing, which came about through a confluence of tech, demographic, and social factors.

•Conduct real-world observations. Go on site to see how people behave. Visit a supermarket, for example, to see how people select consumer packaged goods.

Remember that you must prepare your mind for finding an insight. Practice mindful observation, be curious, and see potential in all.

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