Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 51

 Focus on Human Needs – Sometimes focusing on a bigger underlying human emotion can help you see the basis of the example and why it matters. For example, the basic human need for belonging fuels many of the activities people engage in online, from posting social comments to joining online communities. The more you are able to connect the ideas you have gathered with the basic human needs behind them—the more easily you can start to aggregate ideas.

 Recognize the Obvious – Along the path to uncovering “Non-Obvious” insights, there is some value in recognizing and even embracing the obvious. In a grouping exercise for example, you can often use the obvious ideas (like multiple stories about new wearable technology products) as a way of bringing things together and work later on discovering the Non-Obvious insights in between them.

 Follow Your Intuition – When you train yourself to be more observant, you might also find that you start to develop a feeling for stories that somehow feel significant or fit together even though you may not be able to describe why. Embrace that intuition when it tries to surface a connection between ideas without the words to describe it. In later phases, you can think further about connecting these pieces into a more thoughtful trend concept.