There is no point in producing any research or analysis unless it drives change. So, forward-looking Insight teams think carefully about how they are going to disseminate their insights and ideas. As we’ve heard in earlier seasons of our podcast, the IMA’s most effective corporate members have developed: • Influencing skills and plans to help them to persuade specific decision-makers to follow their recommendations, and • Communication skills and plans to enable them to share customer and market knowledge throughout the organisation To borrow a marketing analogy, this is rather like a company focusing on selling to key clients, and also developing advertising to communicate the benefits of its products across a broad market. Both are established tactics, but they are both much easier if the company has first developed a well-respected brand.