In this episode James talks about the way that successful Insight teams influence decision-makers. In our podcast so far, we’ve explored the twin requirements for corporate Insight teams to generate new insights and to develop accumulated knowledge - knowledge about their customers, their markets and their own business model. I’ve suggested that if we want to transform our Insight teams, then not only do we have to change our mindset about research and analysis projects, but we have to re-balance our focus from Insight generation to Insight farming. But there’s no point in either generating new insights nor farming customer knowledge if our organisations continue to behave in the same way as they would have done without us doing all that work.