What the heck is an “insight,” and why “signals” are more useful.

In our work, we often use the terms "insight" and "signal" interchangeably, primarily because the term insight is more familiar to most people and is readily understood. It's commonly represented by the metaphor of a lightbulb, symbolizing a sudden understanding or revelation. However, what we frequently consider to be insights are not fully synthesized pieces of information. That’s ok.