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To a normal person, research is just data. But to a skilled planner, it tells a story that reveals a powerful, actionable insight. This talk explains the difference between an observation and an insight, and guides planners to realize the importance of using both the left and right hemispheres of their brains to make complicated things simple.
This is an enhanced version of a talk given during the Strategic Planners Workout- a training conducted by the 95% Academy on behalf of the 4As.