TO SOLVE DIFFICULT PROBLEMS, DON'T LOOK IN OBVIOUS PLACES | MARKETING MYTHBUSTERS

Looking for a solution to your problem? Start by looking in the most obvious places first. Why? Because the obvious solution is termed obvious because from experience we've learned how to solve problems like these. If you can't find your car keys, for example, they're probably on your dresser or they're down the back of the sofa. They're probably not in Chicago, unless of course you live in Chicago. Easy problems can often be solved by looking the most obvious places. But if the problem is a longstanding one, if it hasn't been solved in a while, then the places you think are obvious solutions are not obvious because they have already been tried. As time goes on, the most likely side of the solution is further and further away from where you would have guessed. So begin there instead. The non-obvious is the new obvious place. How do you know you are looking in the right place? Because it's probably a place that feels uncomfortable, risky, or difficult.