The idea is blindingly simple, actually. Every so often, you’ll run into someone with beans who has, for no good reason, decided to put them up their own nose. Way up there. In a place where beans should not go.
Now, there is no logical explanation for this. There is no way to say, “Yes, I can see exactly why you’d want to do that.” They came to this decision all on their own. The way they got to this decision defies logic.
The client hires you to advice him how to keep his nose clean. Yet, he insists in jamming beans up his nose against your advice — against the idea of a clean nose.
An excellent piece by Jared Spool.