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| Consumer Insight + Brand Insight = Sweet Spot |
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| You don't persuade people. They persuade themselves |
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| The first step toward success is placing yourself in your customer's shoes |
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| If you want to understand your customers, the best place to start is by understanding yourself. |
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| Get the facts. When you're exploring a new marketplace, make sure your insights are grounded on facts |
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| Data > Information > Insight > Inspiration |
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| Little clues often reveal big insights |
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| You'll know consumers better in their natural setting |
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| Talk to your customers, work hard on your questions, really listen to what they say. Use what you hear. |
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| Organize your insights in a way that makes them clear and easy to understand. Use a map, a segmentation or a model |
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| Test out your hypotheses. Make sure they fit the facts |
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| Foster collaboration. Be a consumer advocate |
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