How do you sell a life-saving solution to people who don't believe they have a problem? Discover "The Engineering of Need," a strategic framework that replaces theoretical education with the visceral experience of contrast.In this episode, we decrypt the 2011 ITT Watermark case study, a global Open Innovation challenge that revealed "The Mathematician's Paradox": the tendency of experts to lose the ability to speak the "layman's language" once they master complex solutions.What you will learn in this analysis:The Failure of Logic: Why data and scientific evidence often fail to change deeply ingrained human habits.Experiential Logistics: How to reallocate marketing budgets to let users "live the story" before they buy the solution.The Biological Shift: Why a 3-day trial isn't enough and how a strategic intervention (1–3 months) creates a physical dependency on quality.Sustainability & Social Proof: Integrating the Yunus micro-finance model and community "honor boards" to turn medical necessity into social status.Note on the "Rejected" Idea: This strategy was originally developed for a challenge on the InnoCentive platform. Although it was not selected as the winner then, time has validated it as the gold standard for visibility in today’s saturated digital markets.Full multimedia experience (text, video, PDF presentation) on: https://www.georgiamihalcea.ro/ingineria-nevoii-cum-vinzi-apa-purificata-celor-care-nu-stiu-ca-au-nevoie-de-ea/