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Surprisingly, consumers are discovering that a range of companies have refashioned packaging on everything from fresh flowers to bottles of wine and boxes of dishwasher tablets so they fit through the letterbox.

New discoveries often have to be conceived initially as variations of existing things,

even by their discoverers

, because there isn't yet the conceptual vocabulary to express them.

Once you know where you are, and where you want to go, the last thing you need to do is make sure you don't have any conflicting goals. When someone is grinding this is usually what's happening—but the conflicts between goals can be subtle and hard to see.

There are reasons to like the industry: GLG reported $589m last year, and its cost of revenue line was $155, which mostly consists of the cost of paying experts for those calls, for a gross margin of 74%. As a few people have pointed out, this gives GLG one of the highest take rates of any company, possibly second to Getty Images but possibly, depe... See more