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Years ago I switched to a left-handed mouse. 

It occurred to me that using my right hand was inefficient: I'd have to stop writing or typing, move my hand to the mouse, click what I needed, and then return to the keyboard or pen. Meanwhile, my left hand sat idle.

We often do things because they seem natural or conventional. But in doing so, we miss other resources, opportunities, and answers.

This principle applies to understanding customer behaviour too. 

The prevailing...