Have you noticed how really important things are
quite often hidden in plain sight?

For example, fifteen or twenty years ago who would
have thought that water would become an important
revenue stream for the likes of Coca-Cola, Pepsi
and Nestle©? Who, in fact, could have predicted that
water sales would grow at around 10% per year in
recent years, outpacing sales of the soft drinks
category as a whole?

Water was probably invisible to these companies
at the time, given a disconnect with their core
strategy and beliefs. But another factor surely at
play was humans subconscious dislike of new
ideas. Because we all tend to favour information
that fits with what we already know. Hence it
usually takes an outsider to alert us to what’s
been in front of our faces all the time.

As someone once said, you cannot discover
new oceans unless you have the courage to
lose sight of the shore.