Paradox As An Unlock To Insight

I was reminded this morning of a the amazing power of Paradox to unlock a deeper view and understanding into any situation in life. Our wants, desires, drives, inclinations always seem to point us in the exact opposite direction of the truth. So before this gets too deep, how do you apply Paradox as an unlock to insight? When observing a situation, always consider the "the logic of opposite." For example, I am currently obsessed with a new game called Trivia Crack (name appropriate). One of the brilliant things that they have designed into this app is a limiter on how many games you can play in a row (they give you three lives).  When you run out of lives, you have to wait an hour to play again. You would think that creating an obstacle to my desire to play the game would be counter-productive, but here comes the "paradox." It makes me want to play it more!

How does "paradox" affect your business or brand situation? How might it?