Demystifies the process of insight discovery, providing a practical guide for those eager to understand human motivations and behavior Infuses a complex subject with humor and accessibility, making it a compelling read for beginners and experts alike Addresses a gap in the market, focusing on the 'how' of insight discovery, a topic less explored in existing literature Illustrates the importance of insight discovery across multiple industries through captivating case studies Fosters the improvement of real-world, transferable skills such as observation, listening and asking a great question Will appeal to those who are tasked with uncovering why people do what they do Offers the option to send in evidence of case completion for a digital badge certification (for LinkedIn profile, etc.)