Good point. I come from advertising industry where insights are/should be fundamental. Imagine reading briefs produced by strategists with Insight form filled with customers expected behavior. Seams like a silly misstake but it's common habit. Guess it's not only technical people that seam to believe in wishful creativity. I think your point is so intuitive it's not even worth discussing, but it seams to nail down long expected trend in new business approach to consumers. In this book you'll find 7 key steps in new business creation: http://www.amazon.com/Flipped-Bottom-Up-Co-Creation-Replacin... If anyone needs an Insight Specialist feel free to drop me a line :)