This won’t be the first time. I must be a sucker for punishment.

Henry Ford said, ““If I had asked people what they wanted, they would have said faster horses.”

It’s tough to sell a solution when most people don’t even want to think of the problem. And those who do may not want to think deep enough to get to the root of it.

The Heath brothers called this the “Information gap”. Without knowledge, the gap is too wide. You can’t build the bridge for people to find your solution. The gap must be filled first.