From this post by Seth Godin:
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.
Lots of great examples of this kin\d of thinking in the book Why Not?.
Take my post from earlier today about all the television channels providing the exhaustive list of closed schools — do the never, list only the schools that are open, and differentiate yourself from every news station.
What’s your always? What if instead of doing the always, today you did the never?