It is quite frustrating if any change we expected to take place is being hindered by the environment. Hence, the same expectation may be materialised by moving to another environment. For example, a product is not saleable in a place but it becomes a great demand in a different place, although the people of two places are virtually the same. In fact, the product can meet their real need but the different responses of two places are due to diverse felt-needs. 

Although sometimes relocating oneself may be necessary to meet the needs of a place, it is worthwhile to consider the hindering factor that has caused the product without market. For example, there were two men being sent to explore the shoe market of an underdeveloped place. Both came back with different reports. One report is  that the shoes are definitely not saleable because the people of that place do not wear shoes. But the other report is that the people are all potential customers since no one has ever worn shoes. 

Based on the first report, it is better to go to a shoe wearing society to do business. But according to the second report, no one wears shoes is an implication of opportunity for shoe business. What is needed should first be a change of mind for the people so that they are willing to attempt wearing shoes. Once they have experienced the benefit of wearing shoes, they would purchase shoes. 

如果我们所期望的改变受到了环境的阻碍，那的确是令好些人沮丧的事情。有时候的确可以通过转换环境而迏成相同的期望；例如一个产品在某个地方很易销售，但是到了另一个地方则面临大量的的需求即使两个地方的人几乎没有很大分别。事实上，该产品的确是可以满足两个地方的实际需要，但是因为他们个别对産品的不同感受便造成了销量的差距。

尽管轉换地方可能是增加销量的一个管道，但是也必须考虑导致产品在某个市场面对阻碍的因素。例如有两名男子被派到了某个地区探索鞋子市场；两人回來却帶出了不同的报告。一个报告是
鞋子在该地难有市场因为那地方的人都不穿鞋，但另一份报告显示由于没有人穿鞋，那地方所有的人都是潜在客户。

根据第一份报告，最好是到一个穿鞋社会做生意，但根据第二份报告，没有人穿鞋子的地方则充满了鞋业的商机。面对没有穿鞋子的群体，我们需要作的是改变他们的思维以致他们愿意尝试穿鞋子，而一旦他们体验到了穿鞋的好处，他们就会购买鞋子。

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