By  Ian Stringer, Director, MTInsight

Many AMT members are often unaware of all the useful AMT products and services that are available to them. However, this isn’t for a lack of effort in communicating what we do. Looking back, I’ve used this column to describe many of the apps, features, enhancements, and other bells and whistles that we have made available to members on the MTInsight platform. As a result, we’ve gathered a sizable and loyal MTInsight user population but there are still many members we haven’t inspired to use these valuable tools. Perhaps I have overemphasized what MTInsight is when I should be explaining why you should use it

I recently stumbled upon an interesting TED talk given by Simon Sinek on how great leaders inspire action. You can find the video online by searching for “Simon Sinek TED.” It’s an insightful and relevant talk that illustrates why customers are inspired to act. The main concept is that customers respond to why you do what you do and not what you do. The reasons are deeply rooted in human biology. When you tell someone why vs. what, you are telling them your values, purpose, cause and beliefs. It gives a view from the outside in.

So why do we do it?  We believe that our members’ ability to more efficiently leverage data and information will be one of the most important activities driving growth for a sustainable and profitable future. This is especially relevant when considering how existing technology approaches physical limits of tolerance and productivity. As it becomes increasingly difficult to compete merely on the changes that you can implement in the physical world, it becomes more important to explore opportunities that exist in the greenfield digital/data world. Our investments in MTInsight and related information gathering and reporting technologies are a manifestation of this belief. 

For more information about MTInsight or other questions and comments, please feel free to contact me at or 703-827-5209.