There are times when getting it right means doing it wrong. Yes, flat out going against the accepted wisdom. For example, some investors wait to buy stocks until the market tanks. Others follow a strategy of purchasing only out-of favor market segments.
Then, there's sales. Most sales techniques aim at "capturing" customers by identifying what appear to be the "likely buyers" and then go after them in the most persuasive manner. Others seek to get lucky through cold calling, particularly when business is slow or they are new to selling.
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