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Dive Brief:

This bullet states what happened.
• This is another sentence that further explains what is going on.
• This is the third and usually the last bullet, which rounds out the facts of what happened.

Dive Insight:

This is where the insight goes. This is where we help readers understand what the story means and how it could impact their industry. We should try to hit the following key points in every insight:

• The thesis: What does this story mean? Why does it matter to our readers?
• The context: What is the essential context for this story? What forces led to this event?
• The trends: What trends impact or are impacted by this story? Does this add to or contradict a trend?
• The implications: What is the impact of this news? How will it affect the market and key stakeholders?
• The takeaways: What are the key takeaways for our readers? What should readers look ahead for?

Here are some techniques to develop answers to those questions and deepen insight within a story. Please note that the best insights are built over time.

Read previous coverage - our own and from others
• Research online (e.g., studies, financial documents, etc.)
• Reach out to trusted sources for commentary (e.g., analysts, stakeholders, lawyers, etc.)
• Brainstorm the insight with your team and manager.

Remember: Insights should total about 300-600 words. The length of the insight should be tailored to the importance of the story. The structure of an insight should hew closely to the questions listed above.