Yes, there are several examples of companies that have successfully identified and addressed 'Incongruity'. One such example is Apple Inc. They identified the incongruity in the mobile phone market where existing phones were hard to use and lacked intuitive interfaces. Apple addressed this by introducing the iPhone, which revolutionized the industry with its user-friendly interface and design. Another example is Uber, which identified the incongruity in the taxi industry where it was often difficult to hail a cab and payments were inconvenient. Uber's app-based ride-hailing service addressed these issues, providing a more convenient and efficient service for customers.
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Incongruity is the gap between what is and what should be. This gap provides an opportunity to improve an established product or service. Customer feedback, mainly negative responses, is one of the best sources for finding incongruity. Fixing those areas of dissatisfaction is the first step to closing the gap.