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WARC 5 Generating Insights, 'True wit is nature to advantage dress'…

- - - - a good insight elicits an immediate: 'that's exactly how it is' response
    - - a good insight needs to evoke boldness.
      - the accuracy of language isnt as important as the emotion it evokes
        
        example: drill quote above vs. product satisfaction quote
      - it's more about creatively relating ideas to an audience that scientifically explaining the insight.
        
        :
    - - words are never completely explicit, they are merely stepping stones for thought - Arthur Koestler
      - high potency insights evoke and inform
        
        we only have to hear them once to remember them, to pass them onto others, to apply them. They're infectous
        
        they avoid the explicit and the direct
        
        they are witty or "bisociation"
        
        communications of great economy achieved through the use of unexpected associations between contrasting or disparate words or ideas
        
        similes, analogies, metaphors evoke, like a joke does.
        
        poets like shakespeare are good at this
        
        see the oxford dictionary of quotations
        
        they work through allusion not description
        
        they convey a greater truth
      - you must understand your audience, or the metaphors similes ect. won't make sense to them
      - numbers need to be transformed into allegorical fresh words
      - insights are like diamonds that need to be polished and cut to make glitter and inspire
  - - - shining a light on something that is completely new
    - - get out of the office and talk to people
    - - example: old spice
    - - get in the way
        
        time
        
        risk
        
        be provocative
        
        find new avenues
        
        money
    - - ed cotton SSSP