The Drunk Who Lost His Car Keys

A policeman on patrol noticed a man on all fours crawling around under a streetlamp in the middle of the night. After stopping to take a closer look, the policeman quickly determined that the man was very drunk.

“What are you doing mister?” he asked.

The drunk looked up at him bleary eyed and replied, “Looking for my car keys — I can’t seem to find them.”

“Where did you lose them?” the policeman asked.

The drunk scratched his head for a few moments, and then said, “Over there” as he pointed to the end of a completely dark alley several hundred yards away.

“So why are you looking under this streetlamp?” asked the confused officer.

“Because the light is better here,” replied the drunk.

- From the book Landing Page Optimization by Tim Ash

Sometimes people keep doing what they’re doing because that’s the way it’s always been done. Insanity is doing the same thing over and over again expecting a different outcome. If something is not working, it may help to change what you are doing.