While good ideas propel business – especially business marketing – those ideas need to spring from a common source to be effective. That source is a genuine insight or set of insights into your customers and their behaviors, especially as they relate to why they buy. A single golden insight can instantly transform a business. One of Walt Disney’s insights was that he was in the family entertainment business, not the animation business. From that single insight sprang hit movies, a long-running TV show, an enormously successful merchandising arm and the most iconic theme parks in the world.