Tran Thanh Lam, a graduate of Bachelor of Commerce in 2014, has published his book “What the heck is INSIGHT & How to find it?” for the beginners to clear the fog around insight – a key concept in Marketing & Communications.
The book is an attempt to answer the fundamental questions about insights with tons of examples, practical frameworks, principles and methods. From problem-digging framework, insight construction guide, to the principles and method of finding insight that you can apply straight away.
He was inspired to write the book because of his own experience when starting his career in Marketing.
“I find most discussion about Insight in the Marketing & Communication industry is either abstract or complicated. Remembering when I was a junior, I really struggled with understanding and finding Insight, but there were not any materials that can explain it simply and comprehensively to me.“
The book most impresses for its simplicity and straight to the point for all readers, especially for the beginners.
“Our industry is filled with jargons and buzzwords, which I hate. That is why I push myself to re-edit the book to be simpler and simpler, so that the idea gets into your head seamlessly. My explanations are so simple that you will learn about Insight effortlessly.”
Currently working at DSquare, a digital-led integrated agency as a Strategic Planning Manager, he’s made his career dream come true. By providing great solutions for a brand or communication strategy, he helps business and brands grow better via critical & creative thinking. In the future, he strives for life-long learning and inspiring the next generations through his work.

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