Although rich new sources of data are available to inform marketing planning and product development, most companies can’t obtain or integrate this information because they regard insights as an isolated research capability - marketing teams focus on brands, the salesforce looks at accounts, channels and territories, and market researchers investigate segments. The McKinsey team argue that valuable, proprietary insights can only emerge at the intersecting points where these different types of information meet, and that it is vital to embed these insights in key decisions and business planning processes. To generate and capitalize on insights, connections between brand and product management, sales and market research must be enhanced so marketers can “look at the world through a number of lenses”. For more information, see Capitalizing on Customer Insights, http://www.mckinseyquarterly.com/Capitalizing_on_customer_insights_1823