It is counter intuitive that insights don’t have to be counter intuitive.
There is excitement and recognition in grand discoveries, uncovering what we didn’t know as a critical step towards doing a better thing. The bigger the surprise, the better the achievement. And at the other end of the spectrum, the time honoured way of sneering at consultants is to say that they have borrowed your watch so that they can tell you the time. Over and over again, though, big organisations pay expensive consultancies to do exactly that. There are various reasons why that might be rational (or at least understandable) behaviour, one is perhaps that the obvious is not actually obvious until it is made obvious.
This interesting article expands on the power of obviousness made obvious as an enabler and driver of change. It’s focus is on internal management practices, but the approach clearly has wider application:
Findings don’t have to be earth-shattering to be useful. In fact, I’ve come to believe that in many workplaces, obvious insights are the most powerful forces for change.