The key is interviewing not just what they've done before, but testing whether they understand your business logic and can propose approaches within that logic. Talent naturally tends to do what's familiar to show quick results — someone who previously ran a retail operation will recommend retail, someone who ran online shops will recommend online. This isn't a character flaw; it's human nature. Your responsibility as an owner is to first clarify your company's strategic direction, then judge whether the candidate's abilities and experience serve that direction, rather than letting their background determine the company's path. Fit matters more than excellence — someone with average ability but who understands your industry and customers often goes further than a star executive parachuted in from outside.