Seth Godin is my head shaven hero. His writing - in books or blogs - is always so simple, yet profound. Here's a soon-to-be classic blog post:
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.