"Insight" - one of the most used words by agency and so-called-marketing people. What is it really? Based on my observation, it can most often time be decribed as, "the obvious things that no one says" - and once said, ownership of that "insight" is claimed. At the end of the day, "insights" must be actionable to drive impact on the bottom line. Here's where "insight" and "impact" met at Motorola: they realize that people prefer flip phones but not when its folded because it becomes bulky, the next thing you know - MotoRAZR, one of the best / fastest selling phones in the world aka MotoSAVR.
