Using "common sense" to address or solve a problem may lead you off-track, because what is considered common sense in one country, and by one group of people, is not always considered as common sense in, or by, another.

The perception of a new product's medical value goes through a series of stages: from unrealistic optimism, to unrealistic pessimism, and eventually to a balanced view.

The army has a motto that there is never enough time to do it right, but there is always enough time to do it over. A company's motto must be: We must do it right the first time, and no excuses are accepted.