Information + insight = intelligence

I was pointed to a post someone had made somewhere on the internet, where a talking head said to a camera person “I like this brand because it stands out”…

And that this clip heralded the beauty and power of video research…

Really?

All that is, is information. 

No context.

Just a platitude.

Nothing more.

Even with the “because” in there.

There is no insight.

There is no analysis. 

It is, quite frankly, boring. 

Almost useless.

And yet the post trumpets it like a revelation.

Getting information is easy.

We almost have to much of it.

Getting intelligence (information + insight and/or analysis) is the harder part.

It is what is needed for the tactics and objectives in your strategic plans.

Don’t confuse the two.