Business Insight
6/3/2010 12:19:19 PM by Peter Gerritsen
in•sight noun
- The capacity to discern the true nature of a situation: penetration.
- The act of outcome of grasping the inward or hidden nature of things or of perceiving in an intuitive manner.
Source: The American Heritage® Dictionary of the English Language, Fourth Edition
copyright ©2000 by Houghton Mifflin Company.
We’re are in the business of insight. Seeking it, learning from it, sharing it, providing it, using it to better ourselves, our agency, our clients, and those we communicate with through our work.
I while back, I heard a brilliant definition of “Business Insight” from a friend in the ad business, Morgan Shorey. She did not come up with this definition, just shared what she learned with the TAAN members at our meeting in Reykjavik.
“Insight: A truth which until now has not been leveraged,
but if leveraged will generate revenue.”
This is what we do every day as leaders in our industry. We learn something that can be applied in a creative way to leverage information to achieve success.
The sharing of insights is also what I see as the mission of TAAN. The more information, knowledge, and ideas that our members share with each other, the stronger each of us will be for ourselves, our agencies, and our clients. The more each of us can leverage the talents and skills across the breadth of resources and locations around the world, the more each agency benefits. This is the value of an interconnected global association of open and sharing professional communications experts.
My definition of our network --- TAAN: sharing a world of insight.