At its best, you sell a product called "insight." That product has no uniform definition – which has to change. Learn an eight segment taxonomy for classifying insights: building blocks, operating principles, reconsiderations, questioned myths, adjustments, game changers, outliers and wild cards. It works in two dimensions with the Y axis being anticipated versus unanticipated discoveries and the X axis being tactical versus strategic impact. In this session, build a real definition of the product you provide clients, classify your insights and ensure that you're actually delivering insights as opposed to just data, information or reports.