ABSTRACT
The final chapter is like a finishing school for insight apprentices. It includes tools and techniques to make readers more insightful. These include the STEP Prism of Insight pledge card and the advanced-level Insight Spotting Framework. The framework is explained with examples good (Sport England’s “This Girl Can” and Nike’s 2018 “Dream Crazy/Believe in Something” campaigns) and not so good (Pepsi’s “Live for Now” solution to world peace with Kendall Jenner). There’s also a selection of other effective and impactful exercises, including Enemy, Mission, and Product Truth.
