Julian Cole, from Planning Dirty Academy, explains in a very short video the elusive (for many) difference between insight and observations, in a way that’s easy to understand and apply. If you ever struggled with briefs without insights or —worse— plain observations disguised as insights, spend the next 4 minutes to arm yourself with a simple point of view to help the briefs and the campaigns move forward.

By the way, Planning Dirty Academy is a fantastic resource for planners and creatives alike, full of simple explanations, frameworks, templates, deep dives on campaigns, trends and many best practice examples. Take a look at their website (they have made many of their premium content free during the pandemic) and, at the very least, subscribe to the Planning Dirty Newsletter, full of excellent content every other week.