Every innovation starts with an insight.
But the majority of insights never lead to action. Why?

The first step is to get the right insight-audience fit.

Action emerges when the right insight is shared with the right audience in the right way at the right time.

The right insight - Less is more!

• Insight relevance - Does it matter? Relate the insight to the problems they want to solve (audience context)

• Insight quality - Is it sufficiently backed with data? Is it actionable?

The right audience - The more, the merrier.

• Total audience size - To increase the potential of someone taking action, grow your audience - more of the same.

• Audience diversification - Widen your audience with new target groups (different departments, hierarchies, etc.)

The right way - Narrative > numbers.

• Audience preferences - Test formats to find the one that resonates with your audience(s). Diversify your portfolio of deliverables. Adjust your wording to speak their language.

• Audience engagement - Involve and integrate your audience into your research. As with ideas, there is a not invented here syndrome also with insights.

The right time - Force your luck.

• Repeat yourself - Some things need to be heard more often.

• Insight maturity - Let them grow. Enrich your insights over time.

In the future, the companies with the most effective insight teams will have a considerable advantage - because everything starts with insight.