How Incongruities Between Perception and Reality Unlock Hidden Value

An incongruity is when what you see, expect, or believe is out of step with what actually happens. In one bustling community center, leaders assumed families wanted more after-school art classes, but attendance dropped even when programs expanded. The director wondered: if it’s not the price or the offerings, what’s really going on? She joins a class and hears students say what they really want is sports, not art—but the parents had reported otherwise in formal surveys.

Further observation found a deeper mismatch: parents' survey answers reflected what they thought was ‘best’ for their children, but actual family rhythms (bus drop-offs, sibling schedules) conflicted with available class times. Once these incongruities surfaced, the center changed schedules and tried a new mix of sports and creative classes, matching what students actually enjoyed and what parents realistically could access.

These types of mismatches between assumed and real values, processes, or experience are fertile ground for innovation. Behavioral scientists recognize that addressing the true 'job-to-be-done' requires first surfacing such gaps, often missed when measured only by tradition or superficial data. The most impactful solutions emerge when we challenge ‘shoulds’ with observation and dialogue about ‘is.’

Look at the places in your life or work where results stubbornly refuse to improve despite everyone’s best efforts—maybe it’s a practice that hasn’t delivered, or a technology that annoys everyone. Go talk to those directly affected and ask what’s really off. Redefine the problem by surfacing what matters most right now, not just what has always been expected, then brainstorm solutions starting from those lived insights. Don’t be surprised if a tweak in schedule or focus sparks bigger improvements than months of 'more of the same.'