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Great creative work comes from great insights. But what is actually insight? What makes a great insight?

Insights don’t always come together quickly or easily when developing ideas and concepts. Most of the time, it takes a lot of time and effort to get them articulated just right. They must be compelling, without being preachy. They must be truthful, without being too obvious. They must be empathetic, without being presumptuous.

So where to begin?

Let Martin Motáček, Creative Director at Wiktor Leo Burnett tell you! Martin will talk about about certain case study, from scratch to result.