Insight Language maps 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. With the destination unknown, teams are left to act based on what’s possible, rather than what’s optimal. They don’t understand how their peers are making decisions, which turns trusted collaboration into blind compromise.
To solve this, diverse teams must establish a syntax for the different parts of an idea.
With Insight Language, insights are mapped on three planes:
Definition: The goals and limitations of the idea.
Attributes: The qualities and components of the execution.
Position: The proportion and relationship of attributes to one another.
Insight Language gives words to the familiar experience of creation, combining the precision of empirical science with the malleability of art and creativity. While no one in STEM disputes the weight of a pound, the territories of marketing and communications rest upon the shifting sands of fluctuating metrics and meaning. Engagement, click-through rates, and Key Performance Indicators (KPIs) dominate the conversation, but their relevance is contingent upon objectives not always understood by all participating parties.
In innovation, the best work has no facsimile; it’s never been made before. These projects invent their models, revising and building until the work is done. Collaborative, creative, interdisciplinary projects deserve a definition of “Done” that all parties can know.
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.
The system is fundamentally humanistic, best suited for dialogue among experts and knowledge-bearers. In all collaborative efforts, these people disseminate critical information - warnings, limitations, predictions - and share the common goal of outdoing past performance. The collective response of this group to an emerging problem instigates the birth of a solution, which, encapsulated in the language of insight, becomes the impetus for action. To approach action in these scenarios, insight language examines an insight by identifying three components: definition, attributes, and position.
Definition:
The definition establishes the contours of the solution - its essential functions and the means necessary to actualize it. It is a platform to amalgamate expert considerations, crystallizing the basic information crucial for insight development, addressing potential threats, and succeeding.
Attributes:
Attributes are the distilled components of the definition, 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.
Position:
The position delineates unique interrelationships among the attributes, reflecting 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.
Insight Language offers unified direction for diverse teams. It provides a platform for actionable feedback on evolving ideas, emphasizing attributes and tweaking positions. The potential extends beyond ideation, infusing transparency and cohesion for informed execution, fewer reviews, and faster delivery.