#ad Great ideas start with an insight. And the best insights I’ve found come from traveling. I’ve learned that from years of working as an art director and creative director making commercials and content for the biggest brands in the world. Let your great ideas travel even further with @amexgbt
@jason_swetTranscript
Is it possible to tell a story that resonates with every human on Earth? I think so, and I'll show you how. I'm an art director, I make commercials and content. And one secret advertisers have mastered for decades is leveraging human truths and advertising, we call them insights. They're not just facts or observations, they're the unspoken revelations that change the way you see a problem or change the way you see yourself. That's why great ideas travel, cross cultures, borders, because they tap into something universal, the why behind our behavior. Here are three ways to find great insights. Number one, observe behavior, watch what people do, not what they say. We are looking for why people do what they do. Number two, travel, literally change your perspective. On your next work trip, watch for those behaviors that cross borders and cultures. And number three, listen, listen for the butt, listen for contradictions. For example, I travel a lot for work, and I've noticed we all seem to romanticize travel even though the actual travel part is far from luxurious. So what's the real truth? We don't crave the luxury of travel, we crave the luxury of new perspectives. That's the aha moment that can inspire more universal story. That's my insight. And now this is super meta, because that's exactly why Amix Global Business Travel is sponsoring this video. Great ideas travel, their universal. And Amix GBT helps make the business travel part more smooth. So you can focus on finding those universal truths that will spark your next great idea.
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