John, an insurance planner, took several photos of a competitors’ new brochures. At a meeting, he opened a photo gallery to discuss the documents with his colleagues. He found, however, that the photos of the document had the wrong orientation; they had been rotated in 90 degrees clockwise. He then rotated his phone 90 degrees counterclockwise, but the document photos also rotated at the same time. After trying this several times, he realized that it was impossible to display the document photos correctly on his phone. Instead, he had to set his phone down on a table and move his chair to show the photos in the correct orientation. It was very frustrating for John and his colleagues, because the document photos had different patterns of orientation errors.