The definition of insight
An insight is:
- New information
- Executable
- Causes action
- Profitable
Or, more detailed, an insight is:
- A piece of information that you didn’t know before, which –
- Can feasibly executed, culturally acceptable and of a scale relevant to the firm, and –
- Causes a decision to be made that wouldn’t have been made otherwise, and –
- Results in profit or a sustainable competitive advantage
I’m finally happy with this definition. It aligns with the best innovation rhetoric very nicely and is generalizable to both design thinking and analytics communities.