How To Open Your Mind To New Business Opportunities

A couple of years ago, I visited a little-traveled region along Italy’s Adriatic coast. With tourists scarce, it’s no surprise there were few places to eat in the city where we spent the night. But it was a shock to discover there was literally no food available. We arrived on Wednesday (apparently almost everyone’s night off); only two restaurants opened that night, and neither would serve customers before 8 p.m. In any business, culture looms large: to residents, it was surely obvious that no one would ever want to eat out early on a Wednesday evening. But as hungry visitors, we were befuddled. Why wouldn’t at least one restaurateur counter-program and make money by doing the opposite of his competitors?

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