Why high performers make assertions: The difference between insights, suggestions, and assertions

That’s all a potential insight really is: the recognition of some potential split and the opportunity to move closer to the utopian end of the spectrum. A potential insight expresses the distance between those two universes and, once validated, allows us to start understanding the gap and how to design interventions that bridge it.

• What are you trying to accomplish?


• What's your timeframe?


• What other constraints should I be aware of?


• Do you have more time to invest than money, or more money to invest than time?


• What do you love?


• What do you hate?


• What will you say you'll do?


• What will y

Insight: The insight frames the conversation by starting with what your experience has taught you about the customer’s situation, problems, and the solutions in the market. This critically important step points the customer toward what they need to know to understand why your differentiated value is important to them.