Find a business opportunity by listing industry assumptions, then identifying which one is false now or soon will be.

A £15 penguin nightlight drew over 360,000 entries. A year of free energy worth more than £1,000…

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In a recycling study, environmental and economic messages failed, while neighbor comparisons…

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Passengers tolerate a longer delay with a known end better than a shorter delay shrouded in…

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Red Bull challenged the assumption that a soft drink has to taste particularly pleasant.

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Asking a mixologist for a recommendation turns an awkward request into a chance to use their…

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The Boeing 787 used lighting, pressurization, humidity, and spatial cues to make flying feel less…

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A health recommendation can increase consumption by establishing trusted authority and making…

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Punctuality is not the diagnosis. Identify the emotional variable that actually drives customer…

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