If you can understand the deepest concerns of your customers, you can certainly find an underserved niche to compete with any giant in your industry. Discover how to find deep imaginative truths about motivations & behaviors with business value. Understand several sources of Insights with examples from different industries. Finding insights is a continuous process, especially in the digital world. In the industrial world, decisions are hard to change once they've been made, but in the software world, we can change as many times as necessary. Furthermore, once we have built the habit of seeking insights into our culture, we will begin to see them everywhere.