Insight Types

When adding an insight to your map, it's important to know what type of insight is the most appropriate. The following brief video uses a simple analogy to help explain the five insight types: goal, pressure, initiative, obstacle, and solution.

Each type of insight card – goal, pressure, initiative, obstacle, and solution – has its own particular set of details.

Insight Type	Details
Goal	Confirmed/Unconfirmed. An insight whose details have been verified by the customer can be marked as confirmed. Description. Who is the decision maker responsible for this goal? This is the contact who ‘owns’ the insight. (There can be more than one.) Who told you about this? Attachments. Files containing supporting information.
Pressure	Confirmed/Unconfirmed. An insight whose details have been verified by the customer can be marked as confirmed. Pressure Type. Description. How does this pressure impact the goal(s)? Who is impacted by this pressure? This is the contact who ‘owns’ the insight. (There can be more than one.) Who told you about this? Attachments. Files containing supporting information.
Initiative	Confirmed/Unconfirmed. An insight whose details have been verified by the customer can be marked as confirmed. Description. Desired outcome. Priority. (Low, Medium, or High) Who is responsible for the success or failure of the initiative? This is the contact who ‘owns’ the insight. (There can be more than one.) Who told you about this? Attachments. Files containing supporting information. Solutions. (Solutions can be linked to an specific initiative so that they form part of any insight map the initiative is added to.) Tip: Goals and Initiatives are often confused. A goal is what the customer wants to achieve. An initiative is how they are thinking of achieving the goal.
Obstacle	Confirmed/Unconfirmed. An insight whose details have been verified by the customer can be marked as confirmed. Description. Who is impacted by this obstacle? This is the contact who ‘owns’ the insight. (There can be more than one.) Who told you about this? Attachments. Files containing supporting information. Solutions. (Solutions can be linked to an specific obstacle so that they form part of any insight map the obstacle is added to.) Tip: Dig deep to uncover obstacles. If your solution can address more than one customer obstacle, it increases the value your organization can deliver.
Solution	Confirmed/Unconfirmed. An insight whose details have been verified by the customer can be marked as confirmed. Description. Attachments. Files containing supporting information.