WPP - Why is a Good Insight Like a Refrigerator?

Why is a Good Insight Like a Refrigerator? Because the moment you look into it, a light comes on.

That's when we need to call on words -provocative, allegorical words -to let in fresh air; to liberate the insight and give it immediate, self-evident potency.

Other people's imaginations need to be engaged, excited, signed on as accomplices. And the choice of the language you use is not arbitrary and inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less imp... See more