Looking beyond common sense

Most markets, industries, and cultures have ‘common sense’:

• “Common sense” is within our market. It’s common because everyone has it…in common. Lawn care does retainers. Agencies take a percentage of ad spend. Common.
• “Uncommon sense” is everywhere else. Your market rules likely seem alien to other markets, going against what they would deem to be “common sense”.
• Change exists outside of your idea of “common”. 
• Market disruption often means taking another market’s “common sense” as your own. Markets don’t like when you break the rules. That’s why it’s called “disruptive”.

Common sense keeps us safe in the wilderness but marginalizes us in the marketplace. What happens if you consider taking leave of your (common) senses?