One of the best ways to find them? Start with something that seems obvious and keep asking 'Why?' and 'What if?'. I've recently started keeping note of little insights I personally observe. On the way to work the other day, I passed a homeless person and I automatically held my breath and turned my head. I caught myself doing it and thought how weird it was. I spoke to people at work about it. Apparently, many others do the same thing... automatically. I'm not claiming this as an incredible insight but if many other people are doing the same thing perhaps it is an insight a charity could exploit. So, dig for the quirky and write it short and interestingly. Step 4: Brand or product truth There are a few workshop tools I've consistently found handy for exploring this but ultimately what you're looking for is a truth about the brand or product that is both unique and motivating to its customers. A lot of established brands have been around for a long time. This may be unique against their competitors but rarely is it highly motivating. When you're exploring this, challenge yourself to use different language -- but, again, make it short. And also look for what you don't have that others do -- sometimes there's something unique and motivating there. For example, one pet product I was working on wasn't a scheduled poison -- it was really the only thing unique and motivating about it. We couldn't claim