In business, insight is often a misunderstood concept. An insight is not data, nor is it an observation. Though it is sometimes confused for those things, insights are gems of knowledge that are hiding in plain sight and can only be revealed with experience and in the proper context. The most innovative companies in real estate have built their businesses on the insights of sharp-eyed people. For this episode, we spoke with Susan Gerock, Vice President of Information Technology and Chief Information Officer at WashREIT, about some of the ways that she has been able to uncover useful insights within her organization.