George Kembel is talking about "insights" here. In design thinking, this is a term that practicioners often use to refer to a surprising element and its context in a user's life. In our course, we use the term "golden nugget" in a similar way. Design thinking novices as well as experts may struggle with picking a good insight or golden nugget from the large amount of data they gathered: How do I know if I picked something worthwhile? George Kembel explores this topic in this expert talk.