Someone has the guts to diss the all mighty "insight". Via Noah have a look at this gutsy definition of insight/insightful:
"Insightful. The word is a suspicious overstatement for 'perceptive.' If it is to be used at all, it should be used for instances of remarkably penetrating vision. Usually, it crops up merely to inflate the commonplace."
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.