Ever heard about "pronation" or "supination"? If you have, you are probably a runner like myself. Over years, running shoe manufacturers have been emphasizing how important it is to analyze pronation of your foot and choose a proper shoe based on it - until studies showed that your shoe's pronation control is not connected to injury rates at all. "Pronation" was the running shoe industry's sacred cow. Do you have such "sacred cows" in your business, too? My advice: Never stop questioning them!
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