INSIGHTS ARE LIKE UNICORNS.
They are mysterious and elusive. Powerful yet elegant. They are the quintessential a-ha moment that all businesses are after and yet very few people can agree on what an insight is or how they got one. Any Insights Yet? demystifies the insight-building process in a way that can help any business leader or marketing practitioner get to higher ground. Packed with real world examples from leading brands and award-winning campaigns, Any Insights Yet? provides a dynamic step-by-step process for connecting the dots between data, observations, and human truths, resulting in powerful insights that can breathe new life into your brand and give your business a long-term competitive advantage.
IN THIS FAST-PACED 2-HOUR READ, YOU'LL DISCOVER:
The key characteristics of a true, transformative insight
Proven techniques and provocative questions for building a better insight
Simple methods to stress-test your insight and turn it into an actionable idea
How to write and sell an insight so that it can inspire others and transform your brand
SAMPLE PAGES
PRAISE FROM PROFESSIONALS
“Every planner and marketer should have this next to their computer.”
I see people mislabel insights all the time. Or, more specifically, they miss the importance of meaningful insights. In Any Insights Yet? Kocek gives a clear picture of what great insights are and provides a step-by-step process that anyone can follow to build better insights for their organization. Every planner and marketer should have this next to their computer. It’s a fast, fantastic read.
– CARMEN GRAF, VP HEAD OF GLOBAL BRAND ADVERTISING & MEDIA, INDEED
“It's a wonderful book. I thoroughly enjoyed it.”
In this overdue book, Chris turns a healthily sceptical view on the nature of "the insight" - a term now used so indiscriminately as to have become meaningless. And the book is all the more useful for that: truly actionable deep and original insights are so rare and valuable, we need a way of distinguishing them from mere observations on the blessed occasions when they arise.
– RORY SUTHERLAND, VICE CHAIRMAN, OGILVY
“Does more to demystify “insights” than anything I’ve come across in my career.”
There aren't many books I ingest in one sitting. This book is the exception. Any Insights Yet? does more to demystify “insights” than anything I’ve come across in my career. With refreshing candor, Chris cuts through the pontification and preciousness around the topic to offer something of real value, an actionable guide for arriving at transformative thinking.
– JOHN GIBSON, MANAGING DIRECTOR, HEAD OF STRATEGY, THE MARTIN AGENCY
“Trust me, your creatives will thank you for reading this!”
Kudos to Chris for taking on the most overused word in the industry and providing an in depth explanation and recommendation as to how to think more strategically. A fun read for marketers from all levels and backgrounds, this is sure to push your thinking forward and create more impactful communications.
– ESTY GORMAN, CREATIVE EFFECTIVENESS LEAD, GOOGLE
“Wonderfully insightful”
This book is as wonderfully insightful, about insights, as it is painful to develop insights themselves. Chris delivers another smart, practical toolkit masquerading as a book that's a joy to read; it can help you if you are 2 or 20+ years into your career as a Strategist, or any profession focused on cracking problems open.
– BRENT VARTAN, MANAGING PARTNER, BULLISH INC.
“Will have you conquering the marketing world.”
Any Insights Yet? is the brand strategy book perfect for our noisy information age. It’s a delightful read that breaks down one of the fundamental functions of brand strategy in a way that even a sleep-deprived, coffee-dependent parent like me can understand. Whether you're a marketing rookie or a seasoned pro, Kocek’s clear process for identifying insights will have you conquering the marketing world. This book is now my go-to reference guide for wrangling data points, observations, and human truths into powerful insights.
– SASCHA MAYER, CO-FOUNDER, CHIEF EXPERIENCE OFFICER, MAMAVA
“Insights are intimidating, even for experienced strategists.”
Any Insights Yet? makes them more approachable both in terminology and technique - including literal comic inspiration. Chris not only clearly lays out his points of view without getting stuck in semantics; he valuably plays out the process, tools, and tips to building insights.
– SETH GAFFNEY, CHIEF STRATEGY OFFICER, PREACHER
“A wonderful resource for anyone from a senior strategist to an undergraduate student.”
Any Insights Yet? tackles one of the most important and misunderstood concepts in marketing in a charming, relatable tone. Chris Kocek uses creativity, common sense, and real world cases to provide an easy to follow blueprint so readers can learn to ultimately uncover and cultivate their own insights.
– DAN COHEN, SVP, EXECUTIVE CREATIVE DIRECTOR, SAATCHI NEW YORK
“A truly insightful book.”
Read this book and you’ll enjoy learning what insights are and what they are not, how to uncover and discover them, and most importantly, how to put them to work to make meaningful change. Chris Kocek is a terrific guide and you’ll enjoy the journey. That’s a prediction, not an insight.
–MARK DIMASSIMO, CEO, DIMASSIMO GOLDSTEIN
“The key to unlocking transformational growth in your organization.”
In today's world, businesses often find themselves drowning in data yet still thirsty for insights. Kocek's book is an excellent primer that helps the reader navigate the distinctions between observations, data, and trends vs. transformational insights. Whether you're just starting out or have been at your company for years, this book is a must-read for anyone looking to help their company or organization break through to another level of growth and effectiveness.
–JIM MCKINLEY, CO-FOUNDER, UNCOMMON LOGIC
“A must-read and an actionable toolkit for aspiring planners.”
Any Insights Yet? manages to define one of the most controversial, overused, and misused words in advertising in a way that removes all the “fuzz” and mysticism and puts it in the most simple and useful terms. This is a must-read for anyone looking for an actionable toolkit for finding and building better insights.
– MARIA PAZOS, GROUP PLANNING DIRECTOR, CARMICHAEL LYNCH
“When you think you have an insight…”
As an investor, I seek to evaluate entrepreneurs’ understanding of their target market and whether they truly have an insightful, breakthrough idea. With Any Insights Yet? I have a new language to help me consider whether their claimed insights are truly insights that warrant an investment. This is a must read for marketers who think they have insights. When you think you have an insight, take this book off your shelf, turn to page x, and re-read.
– MARK SCHNEIDER, CHAIRMAN, NEW YORK ANGELS
“Thank you Chris Kocek for setting the record straight!”
It’s everyone’s job to land the insight, so the next time anyone says “we need planning to find us an insight”, politely pull that person aside and tell them 1. You don’t search for an insight, you build one. 2. If they look at you funny, tell them to read this book.
– ISRAEL GARBER, GLOBAL ECD/MANAGING DIRECTOR, HAVAS
PRAISE FROM PROFESSORS
“A refreshingly simple and straightforward resource.”
Over the last five years, marketers increasingly believe that consumer insights can be delivered by AI to take advantage of the explosion of data from a myriad of sources. Unfortunately, these attempts have provided mountains of facts but nary an insight. Any Insights Yet is a refreshingly simple and straightforward resource that discerns facts from insights, and also provides a useful framework to elucidate insight creation. A must for college students and young professionals embarking on any marketing career.
– JOANN SCIARRINO, PROFESSOR OF ADVERTISING, MOODY COLLEGE OF COMMUNICATION, THE UNIVERSITY OF TEXAS AT AUSTIN
“All the tools and clues you need to find that ever-elusive insight.”
Insights. One of the hardest things to uncover in advertising/marketing. In this fast-paced book, Kocek provides all the tools and clues you need to find that ever-elusive insight that will lead to a powerful creative story. It's like he is connecting the stars in a constellation for you.
–MARK JENSON, SENIOR LECTURER, HUBBARD SCHOOL OF JOURNALISM AND MASS COMMUNICATION, UNIVERSITY OF MINNESOTA
“A small book that packs a big punch.”
In this accessible, informative, and practical guide, Kocek offers a refreshing take on a familiar yet often misunderstood concept: insights. Readers will find clever analysis and practical strategies for recognizing insights within a chaos of data, along with relevant examples that demonstrate these ideas at work. This is a small book that packs a big punch.
– JULIE GRINBERG, ASSISTANT PROFESSOR OF ANTHROPOLOGY AND BUSINESS AT DREW UNIVERSITY
“Fast, Fun, and Easy to Read”
Any Insights Yet? is one of the best books for advertising account planners, strategists, brand managers, marketers, or anyone looking for careers in those fields. Kocek is a great storyteller, and he keeps things moving with lots of real-world examples, resulting in great ideas for how to gain true insight about your brand. It’s fast, fun, and easy to read.
– ASSAF AVNI, PROFESSOR OF ADVERTISING CREATIVITY, CAL-STATE FULLERTON
“So digestible.”
The thing I love about this book is that it is so digestible. It’s an easy read you can get through in under 2 hours and it gives you a number of examples of what insights look like and how they impact the work. A lot of advice around insights is quite lofty and not practical, Chris ensures this doesn’t happen with this book.
– JULIAN COLE, STRATEGY FINISHING SCHOOL
“In less than 60 minutes...”
...of reading the first half of this book, I was using the examples to support a discussion at work. It not only gave clarity, but also reminded me how too many people throw around the word “insight” when it really should be reserved for the time you actually find one - which in reality, isn’t often. It’s a funny, clever read that will have you nodding your head in agreement and it might even alleviate the self-inflicted stress you unwarrantedly put on yourself as soon as your client asks you “Any insights yet?”
– ALLISON KENDRO, GROUP DIRECTOR, STRATEGIC PLANNING, BROWNSTEIN
“Two pages in, I was hooked.”
I finished it in less than a day. So good. This book is indispensable to anyone wanting to help a company build a brand that beats the competition. Using simple principles and graphics, even the marketing novice can find an insight that will separate their brand from the crowd and build appeal to even fickle consumers. It's a short read, long on wisdom and application. I'll be using it to help my company and clients.
– BART CLEVELAND, JOB PROPULSION LAB
“Gets you thinking!”
While the concept of an "insight" can seem ephemeral, Chris embraces this topic with remarkable clarity, humor, and lots of tangible examples. Definitely worth a read.
– NANCY GIORDANO, FUTURIST, PLAY BIG INC.
“You'll find yourself referring back to this book on a regular basis...”
Why write a whole book about coming up with insights if, as the author says, they're not even necessary? Not only does Chris answer this question beautifully, but he also shows you how to turn your observations, data points, and human truths into insights that will elevate your campaigns to the next level. The kind of long-term human behavior-changing campaigns that only true insights can create. And his insights on coming up with insights are some of the most insightful I've ever read. Chances are, you’ll find yourself referring back to this book on a regular basis, especially during the beginning stages of any project.
– JUSTIN OBERMAN, COPYWRITER
“This book is an invaluable primer on working with insights.”
Few words are bandied about in marketing conference rooms as freely as “insight.” Yet what actually constitutes an insight, how to frame a great insight, and most importantly, how an insight can lead to ideas with impact is less understood. Peppered with illustrations and anecdotes, it’s a handy resource for everyone on a marketing team.
– TOM FISHBURNE, THE MARKETOONIST
“This book nails it.”
Having taught college students about advertising strategy for the past twelve years, I’ve spent way too much time explaining what an insight is. Kocek, in his approachable, funny, intelligent, storytelling way, gives the tools and tips necessary to uncover insights from the reams of data today’s marketers believe are the holy grail. This book provides real world techniques to make data actionable. We’re adding this short read book to our curriculum as a perfect companion to Kocek’s initial book “The Practical Pocket Guide to Account Planning.” If you’re at all interested in advertising and marketing strategic planning these books are required reading.
– JENNY BUSCHHORN, ADVERTISING PROGRAM HEAD, TEXAS STATE UNIVERSITY
“Your time is well spent reading and re-reading this book!”
Whether you're already pretty great at insight hunting, or just beginning your career, this is a book for you. Both easy to digest and smart on every page, Chris has done a great job tackling a challenging topic to say anything new about. Without "spoiling" anything, I found his ideas of constellations and framing to be the most useful to me.
– SCOTT ROBERTS, VP, STRATEGIC PLANNING DIRECTOR, AREA 23
“Clever anecdotes and side stories make it a pleasure to read.”
I teach in a business school, and this book will be very useful for students to understand the process of getting consumer and brand insights, how to uncover them, proposing ideas to clients, and other helpful takeaways that should inspire innovative thinking. Beyond offering thoughtful advice, the book is written in a humorous style with clever anecdotes and side stories that make it a pleasure to read. This book is a great read for anyone looking to further their understanding of insights in business and industry. I highly recommend it.
– TIMOTHY MALEFYTE, CLINICAL PROFESSOR OF MARKETING, FORDHAM UNIVERSITY
“An illuminating dive into consumer behavior.”
Like a marketing astrologer, readers can leverage Kocek’s vast knowledge and his ability to point out that all the answers were in front of you the whole time. His specialty is connecting the dots for a clearer picture of the entire constellation. This concise guide offers an invaluable strategic process for business leaders, brand strategists, and educators to uncover and discover meaningful patterns.
– SCOTT BAIN, UNIVERSITY OF COLORADO BOULDER
“Essential reading for professionals and students.”
I teach marketing at a top 20 university based in Atlanta. One of the concepts that's always challenging to teach is about insights. What are they? Why are they important? And how can you use them in business? When Chris sent me a copy of the book, I was thrilled. At last, someone who has done an excellent job explaining the answers to all those questions.
– JAMES TURNER, EMORY UNIVERSITY
“It's the perfect mixture of distillation, inspiration, and activation.”
Just as he did in The Pocket Guide to Account Planning, Chris Kocek has taken the often blurry territory of insights (and strategy) and decluttered the landscape so that we can see more clearly what an insight is, know more deeply how insights can transform your work/business, and most importantly, have a playbook for HOW to get to those insights again and again.
– SAGE BAKER, TEXAS STATE UNIVERSITY