TRUE

A Technique For Finding Insights.

Do you want to know how to find an insight for your brand, product or advertising campaign? This brief book unveils three simple steps to uncover the human insights and unlock universal truths that will give you a springboard for greater ideas. Leaders, strategists, consultants, comms planners, creatives and designers in any field can with this book have the advantage of having better insights to have better ideas. CONTENTS • Prologue • Introduction • A Brief History of Insights in Advertising • What is a TRUE Insight, Anyway? • The Insight Optic • Step One: Identify Your Insight • Step Two: Simplify Your Insight • Step Three: Amplify Your Insight • Stay on the Outlook for Insights • Conclusion • Sources & Resources