How do you validate insights if they pertain to the future, are created by humans or could prove invalid over time?
In this short video, I use examples from my new book, The Insight Discipline: Crafting New Marketplace Understanding that Makes a Difference, to suggest that you (1) identify relevant indicators, (2) monitor change along those indicators, (3) anticipate change along the indicators and how they connect, and (4) decide whether or not you want to change the insight.
You can learn more about the book here and on the AMA website. And if you feel so inclined, you can purchase a copy on Amazon.
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