“An insight is a non-obvious truth about how one or more inflections can be harnessed to change people’s behavior.” While inflection points are about a tech wave, or regulatory / cultural shift, insight is fundamentally about customer behaviour. Inflections provide the ‘why now?’ and the insight helps you take advantage of it.

“you want to force a choice and not a comparison... If everybody’s selling apples, I can’t be a 10 times better apple. I want to be the world’s first banana.”