In a recent brainstorming strategy session, I found myself and my classmates oscillating between getting excited about a new idea, spitting it out, then deflating as we said in unison “fact.” Sure, we were coming up with some cool ideas, but none of them could drive an entire strategy or inspire a campaign.

So what is a fact? Merriam-Webster would say that a fact is “a true piece of information.” In my own words, and in terms of advertising, a fact is something that you say and then the next person responds, “So?” Facts can give you a very important piece of information, but may not get to the root of the thing you are analyzing. Often, facts don’t include the “why.”

Facts by themselves are great. Each fact says something important. But when you gather multiple facts and weave them together, that’s when you find something really interesting – the thread that unites them all – the insight. Tony Zambito refers to an insight as “the edge. When you have it, it is powerful.”

Arriving at the insight can be very difficult, especially if you can’t figure out what they have in common. Advertising professional Julia Vanderput shared a formula for insights that I really like.

Fact + Fact + Fact = Insight

When I use the formula, I write the three (sometimes more or less) facts on a piece of paper. Then, I arrange them into an order that seems logical. Usually, at that point I’ll be able to see the natural progression of thought that leads to some insight. Here’s an example:

Screen Shot 2016-04-17 at 9.58.16 PM.png

This formula is also helpful for presenting an insight or campaign to your audience. You don’t need to lay the facts out in order with the plus signs, but thinking about this formula when crafting a story will help your readers reach what feels like a very natural conclusion.

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