The Usefulness Project | OMTM

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At One Minute to Midnight, we're as passionate about getting our insights heard and our impact felt as our clients are, so much so that we even ran a study looking at what makes insight truly useful within business.

Watch our co-founder Paul talk through the 20 provocations...

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#1 THE INSIGHT NATION FEELS VIBRANT, ALMOST BULLISH

#2 THERE IS A LOT GOING ON AND THIS CAN CAUSE ANXIETY

#3 LET'S CREATE INSIGHT THAT PROVOKES

#4 IS ABOUT CHANGE

#5 IS NOT ABOUT ROI

#6 FEELS INTUITIVELY RIGHT

#7 DOESN'T TELL US WHAT WE ALREADY KNOW

#8 PENETRATES DEEPLY OVER TIME

#9 IS BRAVE

#10 IS CLEAR AND UNAMBIGUOUS

#11 IS PASSIONATE

#12 GENERATES EMPATHY

#13 HAS ITS OWN PERSONALITY

#14 HAS A POWERFULLY DISTINCT OUTPUT THAT LIVES ON

#15 GOES FAR ENOUGH BUT NO FURTHER

#16 GOES AT THE RIGHT SPEED FOR ITS PURPOSE

#17 IS DESIGNED WITH THE END USERS IN MIND

#18 HAS NOTHING TO DO WITH SPEND

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