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If you can spot the gap, you can fill the void
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).
Revolutionary Goals, Evolutionary Steps
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.
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