Adam Conley is the Regional Director of Insights for North America at Mars Wrigley who, let’s be honest, is home to all the best confectionary brands.A torn ACL as a college basketball player got him focused and led the way to a career in insights. In this short conversation, he has sharpened my own understanding of what insights are and how to make them stick.Adam draws deeply insightful parallels among data, creativity, consumer behavior, backyard oil and the development of movements like punk rock, hip hop and reggae. On the power of provocation in landing an insight: “NWA can come in and land an insight in any company better than I could, better than anybody I’ve ever seen.”Adam’s relentless pursuit of understanding the origin of things makes his views of the future especially shrewd. Plus, he loves punk rock.

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