Tuesday, 19 May 2015

Information or Insight—
Which serves a CEO’s Needs?

Infographic from PeapodLife: Information & Insight, which Serves a CEO’s Needs?
“A moment’s insight is sometimes worth more than a lifetime of experience.”
~ Oliver Wendell Holmes
Gosh we dislike the term infographic. We much prefer SEE VISUAL AID (Strategize, Engage, Execute with Virtual Interactive Simulation, Universal Adaptive Language & Actionable Intelligence Discourse). Here’s a VISUAL AID that sums it up…

Infographic: SEE VISUAL AID 

Unfortunately, SEE VISUAL AID is a term which never caught on, and so we’re stuck using the term infographic as popularly used.

Why do we dislike it so much? If it’s not already clear, it will become so in the context of today’s topic…

Information versus Insight

We recently came across an article on LinkedIn Pulse entitled How CEOs And CMOs Can Tell The Difference Between Information And Insights by Tony Zambito, Founder and Leading Authority on Buyer Personas.

In it, the author does a good job of differentiating between information and insight, offering the following definition of insights in the context of customer acquisition:
“Insights are illuminating revelations of underlying goals, motivations, mental filters, and emotions, which drive goal-directed behaviors and activities.”
Source: https://www.linkedin.com/pulse/how-ceos-cmos-can-tell-difference-between-information-tony-zambito

Zambito goes onto explain some of the pitfalls of predetermination, that is, deciding ahead of time what insight you’re looking for and thus falling into the trap of accumulating information and not the seeds for authentic insight—which often arises from the unseen, unheard, unspoken needs of customers.

Image: Quote on the value of Insight by Oliver Wendell Holmes   
Source: http://www.apisanet.com/insight-quotes/quotes-about-insight/

The implication is, of course, that what a CEO (or CMO) needs is not information, but insight, which we would describe loosely as follows:
Intuition, inspiration, imagination and integration of information which results in actionable intelligence; in a word, revelation.

Revelations lead to Revolutions

It follows that revelations are what lead to revolutions. Before any leader can revolutionize how their company operates, that revolution must first reveal itself to them. Likewise, before a company can revolutionize an industry, the object of the revolution (say, the iPad), must “come to them” (Steve Jobs).

So now we’re getting somewhere. There have been countless book and articles written about the creative process, but the fact of the matter is the mind cannot understand the mechanics of insight, mostly because there are no mechanics to understand. It is possible to comprehend insight in a deep metaphysical way (through meditation, for example), but how does this help the busy CEO dealing with the practical realities of their busy work life? So the question remains...

How can CEO's Grab Hold of More / Deeper Insights?
Image: CEO Grabs hold of insight Source: http://blog.pipelinersales.com/sales-automation/opportunity-management/sales-strategies-5-basics-of-insight-selling/ 

Let’s return to the question of information; and let’s say that the plants in your office (or that so-called ‘living wall’ consisting of plants stuck into a vertical framework of some kind) represent information.

There they are: individual plants arranged in a space. No connection to each other. No ability to collaborate. No chance of symbiosis. They may as well be prisoners in their cells.

But what if those plants were arranged a different way? What if instead of being treated as isolated individual plants, they were treated as a part of something much greater than themselves? What if they were part of an ecosystem?

Now those plants would be able to develop mutually advantageous relationships with each other, along with the animals in the ecosystem.  Individual isolationism gives way to interconnectedness, harmony and mutual symbiosis—a kind of integration which relies on an infinite matrix of interrelationships.

The result is a super organism.  An ecosystem is orders of magnitude more powerful and influential in an office space than individual office plants—a super organism reflecting nature in its highest expression, and able to directly contribute to underlying conditions which favour insight in human beings.

Nature Inspires

From Newton’s theory of gravity to Beethoven’s fifth symphony to Einstein’s theory of Relativity, the power of nature to provide inspiration and insight to some of humanity’s greatest accomplishments is unquestionable and undeniable.

Insights form in the subconscious mind and reveal themselves to us in time as the infinitely complex interrelationships between individual elements of said insight (information) is compiled and presented as unified, comprehensive whole.

The conscious mind is incapable of this compilation. It can only receive insights which are revealed to it from the subconscious.

In other words, exactly as the office plants rearranged in an ecosystem produces the super organism which is so much more potent—infinitely more valuable to the office—so the subconscious mind rearranges information into the revelation which is infinitely more valuable to the CEO.

So, if office plants are like information and only serve the conscious mind, wouldn’t CEO’s be better off with ecosystems which are able to form and resolve infinitely complex interrelationships in real-time and serve the formation and revelation of insights?  

Even on a superficial level, biomimicry has become a hallmark in everything from engineering to architecture to design. Why not your business?

Other strategies to increase insight…

There are other ways for the CEO to gain deeper insight. These include relaxation, mindfulness practice, meditation, sensory deprivation and other forms of nature therapy, all of which serve to expand the scope of free consciousness and awareness of the subconscious mind.

These practices are all good, but let’s be honest: they take a lot of energy and effort, and often take a back seat to the ‘practical business realities’ of the given moment—in other words, the stressed conscious mind which must deal with the problems it’s facing.

The beauty of an indoor ecosystem from PeapodLife is the fact that it’s always there, always working, even if you’re unaware of it or not. It takes no additional effort on the part of a CEO or their employees to gain the insight-yielding benefits of an ecosystem. It makes your environment more conducive to revelation; and we are products of our environment.

YouTube Video: PeapodLife Living Wall EcoSystem Fitch Street

In other words, an ecosystem serves the needs of a CEO.

So where’s yours?

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