The iconic Australian company, Bradbury’s Chocolates, has just concluded its search for the sensible centre. But the dismal results obtained should be very instructive for other enterprises that might be contemplating a similar exercise. Indeed, so disappointing have they been that the search for the sensible centre is now equated with other notable failures like the searches for Lassiter’s Reef, the Loch Ness Monster, the Abominable Snowman, King Solomon’s mines and the resting place of Amelia Earhart’s aeroplane.