挖掘真实动机的能力谓之洞察力。Trigger is insight, insight trigger idea.

倒推很有用，预想可能的方向，倒推回去的每一步若皆必不可少，谓之有策略思维。Reverse thinking may help you cut out irrelevance, reverse make simple, reverse make sense, brevity is the soul of strategy.

管他category benefit or core benefit, 占住茅坑就是你的core benefit.

Idea是由一连串的对话产生的。发问者和回应者都是重要的角色。A strategy or an idea is a consecutive dialogue. The questioner and respondent are playing important roles.