Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market.

Conventional wisdom is not always the best wisdom.

Swim upstream. Go the other way. Ignore the conventional wisdom.

The shortcomings of economics are not original error but uncorrected obsolescence. The obsolescence has occurred because what is convenient has become sacrosanct. Anyone who attacks such ideas must seem to be a trifle self-confident and even aggressive. The man who makes his entry by leaning against an infirm door gets an unjustified reputation for violence. Something is to be attributed to the poor state of the door.

Never accept ultimatums, conventional wisdom, or absolutes.

I've always shied away from conventional wisdom, though I know the power of it.