Conventional wisdom about business has always been a business only flourishes in the culture or climate that promotes the brand meaning. You should only sell Pork Rinds in small southern towns, and modern art in New York Galleries. However, inside of every stereotype are the exceptions and playing to their needs can be a lucrative way of doing things? For example, Chicago is seen as a sophisticated city of big buildings and high business. It is certainly not seen as the motorcycle capital of the US. Yet there are not one but three Chicago Harley Davidson dealerships. Those businesspersons like their hogs. Selling Harley’s in that market would have seemed like a bad idea. However, recognizing the power of weekend warriors, Harley had made a good profit off the windy city. Don’t just settle for the “always a good bet” strategies in business. Bust some myths and watch the new capital flow in your direction.