Our synthesis model is one of a few innovative constructs that are central to our approach. It illustrates how we strive for deep insight in each of three vital areas: the company, the consumer and the product/service itself. We hold ourselves to the highest standards of analysis in each of these areas but the real power of our model is in the way we use it to find a single powerful idea at its center. Finding one powerful idea at the center is difficult, but that very process of re-combining insights (synthesis) is the essence of creativity.