"If it's not hard work, it's not worth doing"...but "keep it simple stupid".

"Strict diets don't work"...but "strict diets work really well"...if you stick to them.

"Post on every social media platform to reach the largest audience"...but "focus on one and do it well".

These cliches are easily said and rememberable. They're great headlines and they have cut-through.

The truth lives in the paradox. It might work. It might not.

It's an easy way to backup assumptions with little accountability — the fuel of default thinking.

So what can we do? We could ask "is the opposite also true?"