why "insight vectors" are the most valuable marketing concept of 2026 (I didn't want to share this)

In this video, I'm gonna be breaking down what I consider to be one of the most powerful concepts in marketing, especially direct response marketing that you can use right away to start making amazing ads, make your VSL stronger, just create better mechanisms. Literally, this is universal. This is a really, really powerful concept. In fact, um, it took me a while before I even wanted to share this inside of Genesis. Uh, and so it took me a long while before I wanted to share it on this YouTube channel. And I'm pretty sure my business partner, if he found out that I was sharing this, would not be very happy, but we're gonna keep this one a secret and I'm gonna give you some sauce in this one, okay? So this is covering a topic that is near and dear to my heart, which is called insight vectors. The overall premise of this, and we're gonna break it down in depth, is that one of the most powerful things that you can do in marketing, in content, literally just talking to people, is give them insight, right? When you create marketing or again, any sort of content that gives people a genuine epiphany or novel idea about the world is one of the most powerful things that you can possibly do. And I've seen this over and over again. And it's basically what mechanisms are, working with my original copywriting mentor, Stefan Georgi, watching how he came up with mechanisms and thinking about this for years and years and years. I started to ask a very simple question, which is, what is an insight? And could we potentially reverse engineer what's going on underneath the surface so that we can generate insights on demand for any market that we're talking about. Because if insights are this valuable when it comes to creating conversions and creating insight and creating— duh, insights create insight— but creating conversions and also just creating like natural interest for people, then if we know the underlying structure, we could reverse engineer it and come up with as many insights as possible. It's so, so powerful. I love this topic. I think it's amazing. Okay, and it's why inside of Genesis we have bots that will do this, and I literally don't write any other, any copy without generating a bunch of these and seeing what I can come up with. Okay, now let me give you a quick anecdote to kind of nail the piece here, right? So this is what I call the secret DNA of market infecting mind viruses. The mind viruses are insight vectors, and I'm going to be giving you the secret DNA behind them. So just yesterday I was talking to a friend. He was explaining a new coaching program that he joined. He's a CMO and salesperson who has probably taken, been, or coached thousands of calls, right? He's great at sales. He knows all of the tricks, but he said that he got sold into a coaching program and the experience was entirely different. Okay? The guy not only read him like a book, but the guy said a handful of things that stuck in my friend's head for weeks. Here's two of them. He said, 20 to 30% of your energy is being spent on suppression. If you release those things, you'll free up a huge untapped reservoir of energy. Then he said, you're a copywriter, which means your greatest gift is to persuade and influence people. However, you're weaponizing those skills against yourself to hold yourself back. And I got to give you the context. When my friend was telling me this story, he told it to me with such passion. Like, I could tell he was thinking about these ideas over the weekend and for days. He whipped out his credit card, paid this guy like right away, but he was thinking about these, right? And again, these might seem incredibly simple, but it's not simple because my friend, like I said, was still repeating these lines to me verbatim weeks after getting off a sales call, or that, or the fact that those couple of sentences alone led to what was likely a nice chunky 4-figure deal closing. I don't know how she paid for coaching, probably a few thousand dollars, if not, uh, you know, 5 figures. So do you want that power for yourself? Do you want to know how to generate those kinds of ideas that stick in your market's head for weeks after hearing them? That's what this call or training is about. Okay. Here's some context, marketing and innovation. The purpose of business is to create a customer. The business enterprise has 2 and only 2 basic functions. Marketing and innovation. Marketing and innovation produce results. All the rest are costs. Innovation can and should do most of the heavy lifting in your marketing, right? So, you want to have good products, whatever, whether that's a fundamental technology or just the delivery or new IP, etc. But if it's true that marketing and innovation exist like this, then there exists a specific type of marketing that sits somewhere in between them. This is what I call innovation in marketing or what I like to call insight. Okay, so what I'm talking about here with insight vectors is a form of innovation. All you have to do, it's free innovation because it's simply in the world of ideas in marketing. Okay, then I'm mentioning some of my favorite movies. I think I'm just doing that because I wanted to mention these movies and I was passionate about them. But the basic idea is that in these movies, they have the promise of some sort of fulfillment of mystery and some sort of epiphany or insight or lesson that you're going to learn that people are going to watch for. Okay, or I mentioned, you know, back in the day when Jordan Peterson was really kind of coming on the scene, I remember this phenomenon of them selling out these like big event stadiums, like literally selling them out to talk about the book of Genesis or have debates. And it was sort of this big, big moment. And it was like, why? Like, why are people paying this Canadian professor to talk about XYZ? Of course, there's tons of factors that went into it, but a big factor is that people want and crave insights. Like, people love it and it's a good thing for them. So if you know how to do it and how to generate these on command, it's an insanely powerful skill. So let's break it down. What is an insight? Here is my current working theory. First, you have to understand that your market has a mental model of the world. We are all walking around with these little mini maps in our minds of how the world works. And the thing about maps is that they're all incomplete. There's little places where they haven't been fully shaded in, borders that aren't clearly marked, towns that have popped up that we don't even know about yet. There's all these nuances and little things in our mental models that we're completely missing. And good marketing exploits that because when you can identify and communicate gaps in people's map of the world and their worldviews and understanding, That's a place where you can insert new understanding, which gives you some level of mindshare. Okay? Now that's the first level. So again, just to give you, to, to, to bring it back to what I said, my goal was insights and epiphanies are so powerful for mechanisms, hooks, ads, everything else. So let me ask in my autistic brain, what is an insight? What is the structure of it? Okay. So then I went back to, all right, well, if an, an insight is basically something that gives an update to people's mental models. So I was like, okay, well, what is the mental model? Or what is a, what is the mini map? And how can we basically create a representation of that map? So the way that I decided to do it was to think of them in terms of systems, right? And here's two books and two resources in here about systems thinking. Okay? So people don't just have a static model of the world. They have a working system that represents the world. And this is important because it allows us to look at how people model the world based on fundamental forces like causality, control points, patterns, et cetera. This is the underlying grammar of systems thinking. And once you understand them, you'll start to notice that people have certain assumptions, usually unconscious, about the way the world works. X always causes Y. A, B, and C always go together. X is the same everywhere and at all times. And once you identify these assumptions, you can look for weaknesses in the model, and then you can use those to exploit and come up with something new. I know that's super abstract. We'll talk about examples in a second. We exploit these by using something called insight vectors. An inside vector is literally a type of mind virus because it exploits a fundamental weakness that people, all of us, have in our mental models of the world. It identifies places in those models where our assumptions break down and then introduces new ideas into those gaps. When those ideas multiply and spread, it makes the entire organism more likely to act or behave in a certain way, like buying our product. Of course, I'm sensationalizing a lot of this, but it's a very real analogy for how this process works, and it can be extremely powerful. And it's happening all the time, every single day. So what kind of insight vectors are out there? There's a long list based on the system's grammar that we looked at earlier, like causality, patterns, and control points. The idea is to look for the most common types of assumptions that exist in those categories and start to build the database of those insight vectors. Okay, so here's some really common ones. People have mental models about what causes what. Okay, the classic example I always go to is like, people think I have slow metabolism, therefore I'm fat, right? But you could simply just say, well, Let's reverse it. What if you're fat slows down your metabolism? Again, maybe you could build a whole mechanism or ad around that, but, and maybe in some cases you can't, but simply reversing the causation of something is incredibly, incredibly powerful. Or you just say there's multiple factors. Like, yes, metabolism definitely does affect weight loss, but what about this other factor that you never really considered? It's not A, it's A, B, and C together. The other ones you can look at are things like virtuous cycles or vicious cycles where things get worse over time or things just get better over time. Those are really, really powerful ideas and vectors to put in people's minds because it can make your product so much more appealing. If for example, you are selling an energy product and you talk about how, well, once you have energy then you do this and once you do this then this will happen and it becomes this virtuous cycle that becomes a really compelling promise. Then you have control points like hidden constraints and boundaries and things like this. These are super abstract, so we'll look at some examples in a second. Like, literally a second, right now. Let's look at multiple causes. Weight gain isn't just about calories. It's actually a perfect storm of disrupted sleep cycles, hormonal interference, and cellular inflammation all working together. That's why fixing one piece barely works. So multiple causes. Here's another one. System archetype. Your metabolism follows the classic shifting the burden pattern where quick fix diets provide temporary whatever. So all you're doing with this is you are basically giving people a type. People love zodiac signs and things like that. So you could say, what is your metabolism type, right? What's your skin type? What is your productivity type? What's your procrastination type? What's your anxiety type? What is your wealth type? Whatever. I mean, all these things kind of exist. And if you can break those down into archetypes or patterns, then you can identify those for people and give people kind of insight that's like, oh, that's always, that's kind of cool. A leading indicator, your morning temperature is the crystal ball of metabolism. A 0.2-degree drop reliably predicts weight gain 3 or 4 weeks before it shows up on the scale. Elite performers track this number religiously. The example that you would use here is basically saying that, hey, the morning temperature you have is the most important predictor of weight gain long-term. So if you could do something to control it by taking the supplement first thing in the morning, you're able to control your metabolism later on. We talked about virtuous cycles. We talked about vicious cycles. Here's another one. Hidden constraints. The real limit isn't willpower or knowledge, it's your cellular inflammation level. Until you reduce this invisible blocker, even perfect diet and exercise won't create lasting change. There's false assumptions, there's missing variables, things like that. Let me show you another quick example. OK, I'm going to show you 3 different versions because I want to make these even more concrete. So the first one is from our copy blocks page, which you can get down below. It's $27, really good product. People love it. This is literally just an Amazon page that I put inside our bot for nighttime gummies, and this is this whole big-ass calendar that you've probably seen a million ads for, okay? And I'm gonna show you, I just popped these in and it's giving me different examples of these. So one is the Lego limitation. Ever notice how kids with fewer Lego pieces often build more creative structures than kids with massive collections? That's because constraints force systematic thinking. Copywriting works the same way. Writers with unlimited vocabulary and creative freedom struggle more because they're drawing in options, but when you reduce all persuasion to 5 blocks, suddenly your brain stops searching and starts stacking. Stacking. It's not a limitation, it's a liberation. Okay, again, it's a little bit ChatGPT-ish in terms of the exact language, but this whole idea, which is like, hey, you think that these unlimited, unbounded creativity is going to help your copy, while simplifying to 5 actually gives you more creative, more creativity, and more success overall. Okay, and we're talking about model limitations and structural revelations. Again, you don't even need to know what these are with the bot at least, but you can see that this is a kind of insightful idea, like, oh, Okay, now I understand why I would want these blocks, because it's going to make me better. Here's another one. Here's something strange. Study says you're 42% more likely to achieve your goals when you write them down. But here's what they don't tell you. That effect disappears within 72 hours unless the goal stays visible. It's called commitment evaporation. Your brain treats written goals like wet ink— powerful, fresh, invisible when dry. That's why January gym memberships vanish by February. The goal didn't change, your brain just forgot it existed. The people who actually, uh, follow through aren't more motivated. They just figured out how to keep the ink wet, right? So the hidden condition that makes it work. So again, people know that writing something down achieves their goals, but there's a hidden condition that nobody understood, right? This sort of hidden one, and that's that it needs to stay visible. Okay, so it's very, very powerful. This is the type of insight that if you can land in someone's brain is going to be, you know, has the possibility— I'm not saying it's always going to work, but it's probable that people are going to look at it and be like, oh shit, I should probably use that. Here's another one. The Midnight Factory Shutdown. This is for the gummy. Ever wonder why the night shift workers gain more weight even when they eat the same calories? Scientists discovered your metabolism has a night shift too. Your body runs its most powerful fat burning crew, but the moment you eat that late night snack, your body immediately reassigns those workers to digestion instead. Right, so this whole idea that you have basically two types of fat burning whatever. Okay, and it's quite powerful. So it's talking about a specific time. Again, all of these are doing is just adding more granularity and texture to the mental models that people already have. And when you do that and you do it in the correct way, it creates an amazing insight. So do you see how any of those could act as a mechanism or supporting argument for one? None of them are perfect, but they contain the seeds for very powerful insights that could do a lot of heavy lifting in the market. If we go back to the two insight vectors that my friend shared, 20 to 30% of your energy is being spent on suppression and you're a copywriter, et cetera. We'll notice that these follow the same pattern above. These are updates to his mental model that went against the normal assumptions he carried. For example, People have the assumption that if you want to achieve output B, then you need to just increase input A. Old model is more A equals more B. But the insight that was given to my friend was, no, you don't need to add anything. You actually need to subtract what's holding you back. So he said, instead of increasing A, you just need to subtract C, what's holding you back, and you'll get more B. It's super fucking simple, but that's what we like. And again, he was so enamored by this that he spent thousands and thousands of dollars to buy this, and it was sticking around in his head like a, you know, a catchy song. Here's another one. You're a copywriter, which means your greatest gift is to persuade and influence people. My friend had a mental model that X skill is always good, but that got shifted to X skill is mostly good, except in this context it's bad. All you're doing is adding a little bit more texture and granularity to his mental model and creating an insight that again gets him to want to pay money. Two small insight vectors, the entire sale equals the entire sale. So do you think it's worth thinking about these? 'Kay, there's a lot of art and science component here, but the most important thing you can do is be aware of how these work, understand systems thinking, and think about your market through those lens. And of course, you can get Genesis and get access to our bot. 'Kay, the Eightfold Structure of Insight Vectors. Alright, so once you have a basic insight, you want to really elaborate that idea into 8 different steps. 'Kay, and this is where, if you've seen on this channel, I talk about paradoxical questions, UMP, UMS trigger, testable proof, intensifiers, myths and mistakes, cause. There's videos on my channel that cover all of these things. And these are what make insight vectors work. These are the most important and neglected, often neglected beats in sales copy that are essential to master. And if you understand them, then you can basically take your insight vector and make it very, very strong, and it gets infinite ammo for hooks and attention devices if you're doing ads or emails or stuff like that. Okay? Here are the examples of all the other ones, and I go and break them down a little bit more. You guys can get access to this page. You just have to opt into my email list. and then you can use and apply these with insight vectors to create amazing epiphanies and structures in the market. I'll continue to break these down a little bit more, but again, if you want access to this, uh, you can just click the link below. Um, and you just opt into my email list and then basically I'll send all of these resources including everything else. We got a lot of stuff on there as well. Uh, there's some other resources like copy blocks and, uh, uh, some other sort of products you can get that are about $27 and AI marketing newsletter and a bunch of other things as well. That's all I have for this video. Let me know if this was helpful and if you want me to expand on any one of these topics, and I appreciate your attention and time. Always peace.