Trees. Rivers. Signals.
This is not another dashboard model. It is a way to think about where insight comes from, how fresh it is, and how useful it can become.
Trees are the numbers already in your hands.
Trees are familiar, structured, and rooted in performance. They include the metrics most teams already use to understand what happened.
- Clicks
- Comments
- Cost
- Likes
- Reach
- Shares
Trees tell you what happened.
Rivers are the signals hiding in plain sight.
Rivers flow through culture, cities, behaviour, public spaces, citizen reports, search patterns, and unexpected places.
- City smells
- City sounds
- Pollution patterns
- Public reports
- Search behaviour
- Unusual sightings
Rivers help explain why it may be happening.
UFOs are the signals you can't explain yet.
Unexpected, fleeting, odd. Strange data that sits outside the usual dashboards but often points to something worth paying attention to.
UFOs are where original thinking often begins.
The best insights are not just interesting. They must be useful.
A strong insight should be applicable, defendable, measurable, scalable, task-relevant, and understandable.