Read the description of each Insight below. Then order the cards on the Insight ladder.
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
Streaming Moment
Breakfast Rush
Sweet Tooth
During the week when I’m going to work, I want a nourishing breakfast that gives me energy, but I have limited time before I leave.
In the evenings I enjoy having something sweet for dessert, but most products are boring and not appealing.
When I’m athome relaxing,I want to watch what I want when I want to, but the hassle of renting DVDs means I often just watch what’s on TV.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Title
Title
Write a brief description here
Write a brief description here
Write a brief description here
Workwear Confidence
Beauty Pressure
When I look in the mirror, I want to feel beautiful in my own skin, but everywhere I look on social media I see only perfection.
Real women want to look smart at work but also feel comfortable — so we design fitted skirts and heels for them.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Title
Write a brief description here
Write a brief description here
Now flip each Insight Card shown below for more information on why they are positioned here on the Insight Ladder.
Answers:
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
Beauty Pressure
This reveals a deep, cultural truth and lasting emotional tension — it changed how a whole category communicates beauty (e.g., Dove’s Real Beauty).
Streaming Moment
It’s true and relatable, but not new — there’sno emotional tension or deeper motivation.(e.g. Quaker Microwave Oats)
Breakfast Rush
Beauty Pressure
It uncovers a real tension (control vs. convenience) that inspired streaming innovations — an inspiring, action-driving insight. (e.g. Netflix)
During the week when I’m going to work, I want a nourishing breakfast that gives me energy, but I have limited time before I leave.
When I’m athome relaxing,I want to watch what I want when I want to, but the hassle of renting DVDs means I often just watch what’s on TV.
When I look in the mirror, I want to feel beautiful in my own skin, but everywhere I look on social media I see only perfection.
Streaming Moment
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Breakfast Rush
Title
Title
Write a brief description here
Write a brief description here
Write a brief description here
Sweet Tooth
Workwear Confidence
Sweet Tooth
This is more a statement of opinion than a real insight — it lacks a “why.”(e.g. Ben & Jerry's ice cream)
It reinforces stereotypes and assumes one narrow version of femininity — a damaging insight.
In the evenings I enjoy having something sweet for dessert, but most products are boring and not appealing.
Real women want to look smart at work but also feel comfortable — so we design fitted skirts and heels for them.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Workwear Confidence
Title
Title
Write a brief description here
Write a brief description here
Order Insights
Donna Westwood
Created on October 14, 2025
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Transcript
Read the description of each Insight below. Then order the cards on the Insight ladder.
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
Streaming Moment
Breakfast Rush
Sweet Tooth
During the week when I’m going to work, I want a nourishing breakfast that gives me energy, but I have limited time before I leave.
In the evenings I enjoy having something sweet for dessert, but most products are boring and not appealing.
When I’m athome relaxing,I want to watch what I want when I want to, but the hassle of renting DVDs means I often just watch what’s on TV.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Title
Title
Write a brief description here
Write a brief description here
Write a brief description here
Workwear Confidence
Beauty Pressure
When I look in the mirror, I want to feel beautiful in my own skin, but everywhere I look on social media I see only perfection.
Real women want to look smart at work but also feel comfortable — so we design fitted skirts and heels for them.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Title
Write a brief description here
Write a brief description here
Now flip each Insight Card shown below for more information on why they are positioned here on the Insight Ladder.
Answers:
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
TRANSFORMATIVE
INSPIRING
RELEVANT
FACTUAL
DAMAGING
Beauty Pressure
This reveals a deep, cultural truth and lasting emotional tension — it changed how a whole category communicates beauty (e.g., Dove’s Real Beauty).
Streaming Moment
It’s true and relatable, but not new — there’sno emotional tension or deeper motivation.(e.g. Quaker Microwave Oats)
Breakfast Rush
Beauty Pressure
It uncovers a real tension (control vs. convenience) that inspired streaming innovations — an inspiring, action-driving insight. (e.g. Netflix)
During the week when I’m going to work, I want a nourishing breakfast that gives me energy, but I have limited time before I leave.
When I’m athome relaxing,I want to watch what I want when I want to, but the hassle of renting DVDs means I often just watch what’s on TV.
When I look in the mirror, I want to feel beautiful in my own skin, but everywhere I look on social media I see only perfection.
Streaming Moment
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Title
Breakfast Rush
Title
Title
Write a brief description here
Write a brief description here
Write a brief description here
Sweet Tooth
Workwear Confidence
Sweet Tooth
This is more a statement of opinion than a real insight — it lacks a “why.”(e.g. Ben & Jerry's ice cream)
It reinforces stereotypes and assumes one narrow version of femininity — a damaging insight.
In the evenings I enjoy having something sweet for dessert, but most products are boring and not appealing.
Real women want to look smart at work but also feel comfortable — so we design fitted skirts and heels for them.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.
Workwear Confidence
Title
Title
Write a brief description here
Write a brief description here