It's a great insight for presenting stuff: spend most of the time convincing your audience of a problem and they'll love your solution. Most people expend all their energy on presenting the thing, the features of the thing, the amazing qualities of the thing, etc. instead. It doesn't work. You need to convince people that they have a problem that is solved by the thing. Talk about how expensive and inconvenient that problem is and all the damage it is causing. And then show how existing ways to deal with it are not effective. If you can get somebody to go "hmm, I think I have this exact problem" they are going to be very interested in your solution.