How to be insightful

Provides a novel framework and a structure for generating insight.


The Princeton psychologist Daniel Kahneman is fond of remarking that: “Thinking is to humans as swimming is to cats; they can do it, but they prefer not to.” While we’re the smartest species on the planet, each of us in possession of the most powerfu – Kahneman’s opposite number at Harvard, Steve Pinker, suggests that we actually lack the cognitive power to understand the workings of the brain.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands