“Our observation of nature must be diligent, our reflection profound, and our experiments exact.  We rarely see these three means combined; and for this reason, creative geniuses are not common.”  - Denis Diderot Read more »

5 questions every innovative researcher needs to ask …. and the one answer they need to give

by Mike Sherman, Neil Gains and Linda Collard Read more »

“When all think alike, no one thinks very much.”  - Albert Einstein Read more »

“Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.”  - Donald Norman Read more »

“In our reasonings concerning matter of fact, there are all imaginable degrees of assurance, from the highest certainty to the lowest species of moral evidence.  A wise man, therefore, proportions his belief to the evidence.”  - David Hume

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A recent Accenture study of senior marketing executives highlights the growing need for smarter use of data, creation of unique value propositions and squeezing more business impact from less budget.

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One of the key skills in developing insights and solving all kinds of problems is to ask the right questions.  In Zensights, we identified six key themes for simplifying complex data, the first four of which revolve around asking the right questions: what is the real problem?, what is the context?, what frameworks can I use to understand the problem?, and how can I structure the information to simplify the problem?.   At heart, problem solving and insight discovery are creative processes, where divergent thinking will give the best chance to find elegant and profound new truths.  Although it may seem contradictory, divergent thinking can be structured through planning different ways to look at problems, or by asking a wider range of questions.

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