Insight is one of the most widely used and poorly understood concepts in the creative process. Insight is what drives the big idea, validates the crazy hunch, and frames both problem and solution in one fell swoop. Without the right perspective, knowledge, and grounding, generating insight can be unpredictable, wildly unreliable, and completely inconsistent in application.
Matthew Milan, Principal and Design Director with Normative, helps us understand how to generate, identify, frame and use insight effectively. This poorly understood practice is an increasingly a critical skill to have when working on solving complex problems. As an information architect, insight is one of the best tools you can use to unpack difficult challenges and turn them into effective solutions.