Empirical evidence

By the time an insight is empirical, measured and proven, it is no longer an insight.

Here’s how startup blog defines the term Insight as it pertains to marketing:

A revelation of consumer understanding, which is not currently being leveraged for profit.

It needs to be a revelation to be an insight. If we are leveraging… “The insight of…” – that is the insight everyone agrees on and knows about, we’ll just be swimming in competitive soup.

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