💭 Insight? Who Cares──The Art of "Self-Discovery Responsibility" Service Design

"Could you design a service where users can discover their own 'problems worth paying to solve'?"

When this question was first posed, I honestly laughed a little. Because this is work that service creators should do hard, right?

"What users really want isn't a faster horse. It's a car."── Citing the famous Henry Ford episode, we've been taught to "see through users' true desires (= insights)."

But this question was trying to outsource that. "Insights? Who cares. Let users find them themselves," casually tossing it away. So rough, so casual, so modern.

But that was interesting.

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🧩 The Paradox of Insight "Self-Responsibility"

The dialogue with ChatGPT began there. First, taking the question seriously, building logic for how to make people aware of "unconscious problems."

People notice discomfort but don't call it a "problem." But that discomfort becomes the "precursor" to loosening purse strings.

Toward that, "logs visualizing daily frustrations," "comparison with others' spending data," "future regret prediction" - "awareness designs" emerged one after another. ChatGPT was tackling it very seriously.

Meanwhile, the origin of the question began with pure creator laziness: "Extracting insights is tedious, wouldn't it be easier if users just found them themselves?"

Still, ideas rolled, awareness UX was designed, and we arrived at a prototype proposal for a career consultation service "MoyaNavi (tentative name)."

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💼 When You Try to Sell to Corporations, Hell Begins

Here the talk turns to B2B expansion. A very reasonable question: "Can career consultation be sold to companies?"

Then, out come the implementation barriers:

• Can't see the value of paying for career support
• Employees don't want to use company-provided consultation
• Low usage rates displease HR

Here we realize that "awareness" in companies has a structure where awareness is problematic.

Career consultation is fundamentally a service that makes you aware you might be "pre-job change."

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🕳️ But There's Still a Breakthrough (Apparently)

ChatGPT calmly returns the serve.

• First visualize user enthusiasm in C2C, corporations can "ride along later"
• Lead to awareness through non-consultation entrances (diagnosis, scores, emotion tags)
• It's OK if individual employees use it freely and as a result turnover decreases

The question that started as nonsense gradually becomes refined nonsense.

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🧰 And Then You Realize. This Path We've Just Traveled Is Already a Service.

At this point, I suddenly realize.

"Wait, isn't this dialogue itself valuable?"

In other words──

• Throw what came to mind at ChatGPT,
• Points are organized,
• Customers become clear,
• Market size emerges,
• Strategic judgment on whether it'll sell progresses,
• Before you know it, it becomes a service proposal

──Isn't this the "intellectual creative process" humanity wanted to do but couldn't?

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🚀 ChatGPT×Human "Question Design" Becomes a Product

From there the talk quickly went meta, and a plan to turn this process itself into know-how/service emerged.

B2B "Hypothesis-to-Commercialization Lab" Accompaniment support to structure the "vague hypotheses" held by new business teams through ChatGPT and human brainstorming.

Client company personas emerged, pricing models were envisioned, and a template business was conceived to run everything from "ideation meetings to approval documents" in-house.

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✍️ Finally: The Person Who Asked the Question Was Most Enlightened Themselves

The initial question was indeed half joking. Light contrarianism of "extracting insights is tedious, you know."

But as a result of continuing to question, perhaps you yourself, who asked the question, arrived at the deepest insight.

To create a service, you need a question. And sometimes that question comes wearing the mask of sophistry.

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📝 Written by: Ryo Hara (Htus Co., Ltd.) × ChatGPT 🏢 Htus Co., Ltd. - Professionals in Idea Generation

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