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What is Insight Language

Updated: Feb 5

Insight Language is a way to work together on complex problems with creative solutions. We do this by mapping ideas as they move between teams. Scientific fields have the luxury of objectivity: when 1 becomes 0, the job is done. For creative endeavors, this finish line is rarely well-defined. The questions are more “do you like this?” and less “is this effective?” Liking a creative solution is important, but acceptance of a creative idea is rarely “yes” or “no.” Insight Language is for those who know this to be true: kneading an idea until the key stakeholder “likes it” enough is an exhausting and destructive experience. But, if you’re looking for a creative solution that does a certain thing, the game begins. It’s complex, and there’s a lot of variables to account for, but there is no substitute for this standard. All we need is a language to navigate this complexity. 

To solve this, Insight Language establishes a syntax for the different parts of an ideal.

With Insight Language, a concept or idea is mapped on three vectors:

The Definition: The goals and limitations of the idea.

Attributes: The qualities and components of the execution

The Position: The relationship and proportion of attributes to one another.


The definition covers the contours of the solution - its essential functions and the means necessary to actualize it. It is a vehicle to hold our expert considerations, annotating the basic information crucial for insight development, addressing potential threats, and succeeding.


Attributes are the discrete components of the concept, representing the styles, ideals, qualities, and functions. These are the common denominators derived from the diverse perceptions of the engaged parties, ensuring a shared understanding of the elements in play.


The position shows the unique interrelationships between the attributes, formalizing their mutual harmony, tension, and geometry. The practice of moving attributes based on their nature allows experts to visually comprehend and discuss their influence on the position. Positions nail down the specific size and place of each attribute, ensuring attributes that go together stay together, and in a manner the team deems true.

The system is fundamentally human, best suited for dialogue among experts and knowledge-bearers. A definition can be as short as a sentence, and attributes as simple as a list. 

In creative endeavors uniqueness is table stakes. These projects don’t invent their models, instead we revise and build on existing concepts and precedents until the work is done. Insight language articulates these critical concepts and precedents on which our work is balanced.

Insight Language offers a common code for the disparate spokes of expert teams, anchoring them to one thing: the insight. This language mode provides a framework to track how the constituents of a campaign relate to the overarching objective, and how well.

With Insight Language, we create unified direction for diverse teams, a platform for actionable feedback on evolving ideas: emphasizing attributes, tweaking positions, and making better work.

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