" After all, no big business idea makes sense at first. I mean, just imagine proposing the following ideas to a group of sceptical investors: ‘What people want is a really cool vacuum cleaner.’ (Dyson) ‘. . . and the best part of all this is that people will write the entire thing for free!’ (Wikipedia) ‘. . . and so I confidently predict that the great enduring fashion of the next century will be a coarse, uncomfortable fabric which fades unpleasantly and which takes ages to dry. To date, it has been largely popular with indigent labourers.’ (Jeans) ‘. . . and people will be forced to choose between three or four items.’ (McDonald’s) ‘And, best of all, the drink has a taste which consumers say they hate.’ (Red Bull) ‘. . . and just watch as perfectly sane people pay $5 for a drink they can make at home for a few pence.’ (Starbucks)* "

― Rory Sutherland , Alchemy: The Surprising Power of Ideas That Don't Make Sense