They have been able to consistently amaze customers with something they could not have even imagined beforehand. Even more amazing is that having once experienced the new creation, people could not imagine living without it. Self-knowledge is like that. You must think about yourself differently than you ever have in the past, and based on a faint signal do the harder thing. Once that is firmly entrenched as a habit, you will experience yourself in a way you never could have imagined and could not imagine living without.