What is an insight? What is the difference between a common sense insight and a scientific insight? How do we create new insights from pre-existing knowledge? And what do we do once we've landed on an insight? In this issue, we explore insights, the raw materials of innovation, and how they can be used to develop a deeper understanding of the possibilities for a brand or business; to create more ordered and coherent understandings of an organization's cultural boundaries; and to determine new ways to work through ambiguity.