Brand planning insights are a dime a dozen. Upper echelon planners know which insights are the truly special ones. They know which to chase and which to leave alone. Insights that change markets are like truffles. Truffle Insights make you sweat. They set off the galvanic skin response. Truffle insights spark what Maslow referred to as a peak experiences.
I once did a deck while freelancing at JWT on the Microsoft Office business, containing 7 or 8 truffle insights. There were so many the deck got filed. It impressed but was hard to deal with. Too many truffle insights creates the “fruit cocktail effect,” it tastes good but leaves no visceral differentiation. So savor your truffle insights. Don’t re-bury them.
I’m reading David Brooks’ NYT Op-Ed piece today in which he discusses the 10,000 hour rule researched by Anders Ericsson and written about by Malcolm Gladwell. It suggests 10,000 hours of practice can trump innate intelligence. Do 10,000 hours make you a truffle insight digger? Not necessarily. But it certainly helps.
If you put in the work and burnish your instincts, you may just becomes an effective truffle insight hunter.