1. Be clear and specific about what insights are and aren't

2. Expect to have to use significant brain power and intuition

3. Look everywhere

4. Don't ignore the obvious

5. Don't be surprised to be surprised by the findings

6. Don't always expect to find something earth shattering

7. Test communications against the insight on which they are based

8. When we have insight into our audience, use it

9. Keep looking, they don't stay fresh forever

10. Beware of long lists of insights