← Find the insight
Card 2 of 3Print ⎙
02
Insight stage
Find the tension
Look for the gap.
The hook
"Strong ideas often live between two competing truths."
→ Do this now
Complete:
People want ______, but ______.
Or:
We say ______, but we do ______.
Then ask:
What does this tension reveal?
WHY IT HELPS
Tension gives a project something to say.
It can reveal a contradiction, conflict or gap that makes the message more interesting and gives the design a stronger direction.