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Hello.

You join me at a time in my life where this is are a little upside down. This has a knock on effect of disrupting my sleep which then impacts the ever present tiredness that is with me like so dogged companion. I guess the reason for writing this post is that, by writing down the thoughts and feelings that are occupying my mind like a group of unwelcome (and particularly unsavoury)…

We wanted the people closest to us to stop smoking. So we changed the way they looked at smoke.

On friday Shekhar Deshpande, the global planning director of JWT London, came into the school to give a very insightful masterclass on insights.

Here are some of the notes I took down:

"An insight is a discovery into human behaviour and emotions, and it should explain why they feel / behave that way."

"An insight should help unlock opportunity for your brand."

"It's a discovery that explains behaviour & emotions and unlocks brand opportunity."

" Insights HIDE;

H - habit

I - insecurities

D - desires 

E - explained/expressed

A good insight is usually one of those."

"Strategy is 'why should people give a shit!?'"

"Say uncomfortable truths in a funny way."

"With each brief meet more than 2 people from your target audience."

"If the product is the same, make sure you give the audience something to remember."

Most of the notes probably won't make sense - they are a little out of context, but I think there is some good points in there. 

Also one last thing, Shekhar told us to check this presentation out.