Not doing what everyone would do, not taking what everybody would take. That’s strategy at heart, and there’s a Chinese tale that tells with surprising truth about a Mandarin who spent years fishing on the riverbanks, using a straight needle instead of a hook. People looked and wondered, and told everyone about that remarkable way of fishing. The story spread through the country, eventually reaching the emperor, who came to look for the fisherman himself. “What do you expect to catch with this hook?”, the emperor asked. The answer came serenely: “You, my emperor”, said the man.