Because insightfulness is a concept, it is impossible to give a formula or recipe as to how to achieve it. There is no list of specific activities that will assure one attains it. However, there is a way of thinking and an approach to analyzing and dissecting situations that will increase the probability of getting there. I refer to it as the overall conceptual methodology for achieving insightfulness. It is a theoretical four-step process, which, when carried out properly, will significantly increase the likelihood of attaining insightfulness. As you study the methodology, try to understand what the objectives of each of the steps are. Understanding what you are after will help in doing it better.
The Four-Step Methodology for Achieving Insightfulness
Step 1: Define precisely the correct challenge that needs to be overcome.
The word “correct” is emphasized here because clearly if one doesn’t identify correctly the challenge/problem that needs to be solved, then a correct solution will not likely be discovered. The word “precisely” is emphasized to ensure that people don’t misinterpret the intentions behind the challenge to be overcome.
In most situations, the challenge or problem to be overcome is not defined very precisely and thus could be interpreted in various ways and with significantly different implications. By definition, a situation like this is not precisely, and therefore, not correctly described. This generally happens because the challenge or problem is defined in a way that may at face value appear well understood, but in reality may have many nuanced implications.
For example, assume you were appointed to launch a new company in a new country. Your boss said the following: “Your main objective is to become the number one competitor in that country. We want everybody in that country to recognize our brand.” Is it precisely clear as to what that challenge actually requires? What does it mean to become the number one competitor, and how will it be measured? If measured by the size (sales and market share), then would it be okay to sacrifice margins and profits, or even be unprofitable, to attain the goal and get more sales? What does it mean to have “everybody in the country recognize our brand”? Does it mean that as a result of becoming number one, our brand will therefore be better known? Or could we spend a substantial amount of money on marketing and advertisements to accomplish it? If so, could we do it even if we are not profitable, thus making the financial performance even worse?
Here is another example. Your boss tells you, “It is very important to finish the development and launch the new product as soon as possible. Get it done!” What does “as soon as possible” mean? Can you spend as much money and resources as you would like to make it happen, or is it subject to a budgetary constraint? If there are budgetary constraints, how much money can you spend? What does “as soon as possible” mean, and what kind of a delay would be unacceptable? Is it measured in days, weeks, or months? If the product has some minor flaws, would it be okay to release it sooner and then correct the minor flaws over time? If one feature of the product is difficult to complete and introduces delays, would it be okay to cancel that feature and introduce the product without it?
See how many questions and potential implications arise when challenges are not precisely defined?
Thus, given the above, a precise and correct definition of the challenge is imperative so as to lead to the right solutions. To arrive at the right definition, ask a simple question: Does the problem/challenge you have identified allow you to correctly define the actions/steps that will help overcome the problem/challenge and achieve the goal you desire? You will see many examples in this book of how easy it is to err, and conversely, how difficult it may be to “see the forest for the trees,” while still “seeing the trees in the forest” when implementing this step.
Step 2: Break down the main challenge/problem identified in step 1 into “directional” subcategories that embody the full list of all the options/actions that should be addressed to reach a solution.
The objective here is to redefine the main challenge/problem from a conceptual level into elements that provide more directional specificity that would identify all the actions that need to be taken in order to achieve the desired end result. The subcategories can be stated in terms of other sub-goals, and/or questions, and/or tasks.
By way of an example, assume you live in an oasis in the desert. The well that supplies the inhabitants with water has begun to run dry. You need to do something about it or perish. Per step 1, the pressing challenge/problem is to increase the water supply. The subcategorization required by step 2 could be the following: (i) Can the well be modified to yield more water? (ii) Are there ways to reduce current water consumption? (iii) Are there ways to find new sources of water?
Step 3: Continue to break down each of the subcategories into their own subcategories.
Each such subcategory should be defined in a way that gives greater “directional” guidance/clarity into what actions/tasks might be necessary to accomplish it. By way of our example, the above subcategory (iii)—find new sources of water supply—could be broken down into (a) find new wells or (b) import water.
Step 4: Start a reiterative process and repeat step 3 until you bring it down to enough specificity to translate each of the subcategories into more definitive actions/tasks.
For example, the subcategory (b) of step 3 above—import water—can be broken down into (i) via a pipeline, (ii) via camels, and (iii) via trucks.
Follow the above conceptual methodology and make sure it yields a complete and correct list, as is required by my definition of insightfulness. Do so properly, and you’ll be well on your way to insightfulness. There are many examples and tips in this book that demonstrate how this methodology is applied in practical terms.