Find the "always" and do the opposite, do the "never"

Here's an interesting post by marketing guru Seth Godin entitled "What's the always?".  He tells us:

Figure what the always is. Then do something else.

Toothpaste always comes in a squeezable tube.
Business travelers always use a travel agent.
Politicians always have their staff screen their calls.

Figure out what the always is, then do exactly the opposite. Do the never.

This is of course a clever ruse to once again con us into thinking outside the box.  Maybe this time it will work.  The advice to "do something else" has a lot of appeal.

-- Jack Krupansky