Information is delivering facts.  Facts about your product or service.  Facts about why you’re better than the competition.  That’s fine and necessary.  But to deliver the next level of value, your brand has to move beyond delivering information to delivering insight.  Insight comes from understanding your prospect’s behavior and preferences and then translating that understanding into personalized recommendations.

Amazon delivers recommendations based on your past purchases and browsing history.  Apple’s iTunes store introduced the Genius Sidebar that delivers recommendations based on songs in your library. Neither is perfect, but the insight is intriguing.  You may not agree with the recommendations, but even in disagreeing the experience is more engaging than the old school, just-deliver-the-product-details experience.  That’s the power a brand harnesses when you deliver insight.