It’s important to recognize that observations and insights are not the same thing.
Observations are raw data, the gradual accumulation of research information that you have consciously and carefully recorded—exactly the way you way you saw or heard it, with no interpretation.
Insights are the sudden realizations—sometimes described as “Aha!” or “Eureka!” moments—that happen when you interpretthe observations and discover unexpected patterns.
Patterns that reveal gaps between where people are and where they’d ideally like to be—between their current reality and their desires. Rifts between the way something is now and the way people assume it should be.
Wherever there’s tension (observation), there’s a gap. If you can spot the gap (insight), you can fill the void (opportunity).
To effectively pitch a disruptive idea, you need to persuade your audience that the changes deliver clear advantages to the people who will use and implement the solution. You need to shift the focus of your audience from the need for disruptive change to the motivation for disruptive change.
I'm a multi-disciplinary designer-strategist at HP. My passion is whole product design: the seamless integration of HW+SW+Web to deliver compelling experiences to users. I'm currently swimming upstream to bring Web 2.0-style community participation to HP's consumer printing business.