Increase your chances of discovering the breakthrough insights you need to unlock a creative thinking challenge.

In life, creativity and cognitive psychology, insight is defined as the capacity to gain an accurate and deep understanding of someone or something. In this way, insight involves shining a light on a possible solution to the problem we have defined.

Insights are born when we make connections between thoughts, facts, and ideas that weren’t connected before we put them in the blender of our brain and then, crucially, joined the dots.

Developing genuinely transformative insights not only helps you solve problems; it also increases the chances of a creative breakthrough, and it makes the process of having new ideas less painful and random. Perhaps most importantly, generating insights is the key to unlocking motivation and inciting behaviour change. In our age of Big Data, there’s never been so much information available that could – but often doesn’t – help us solve the challenges we face. Social and digital media content, for example, provides an unfiltered stream of potential intelligence that previous generations of researchers could only dream of. But the challenge is harvesting and harnessing the relevant corner of Little Big Data that provides the content and context for insight.

Despite rapid, recent advances in neuroscience and the ability to map what’s going on inside our heads, our understanding of how we think and have ideas is still in its infancy. But we do know quite a bit about the process of idea generation and the necessary stages we need to pass through in order to maximise our chances of having breakthrough insights.


Who will find it useful

All those tasked with solving problems and developing insights who wish to do it with more certainty.



To understand the STEP Prism of Insight model, charting the four steps to pass through to develop genuinely insightful ideas:

  • Sweat – the research phase
  • Timeout – the thinking phase
  • Eureka – the ideation phase
  • Prove – the testing phase


Learning outcomes

  • How to step out of day-to-day work roles and the unstructured, if instinctive, way we try to solve problems and generate insights
  • See how one can leave conventional wisdom behind and use this model in your work



Sam Knowles


“Enjoyable, fun and insightful.”

Steven Davies, Kantar

21 June 2019

“A new way to think insightfully!”

Jenna Swanborough, Global

21 June 2019


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

is the managing director of Insight Agents, the corporate and brand storytelling consultancy he founded in 2013. Originally a classicist, Sam has 30 years’ experience in marketing communications, both agency and in-house. He also holds a doctorate in experimental psychology. Sam is author of the book, Narrative by Numbers, which sets out the principles of his approach to data-driven storytelling, and is a founder and regular panellist on the Small Data Forum podcast.

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