It’s frustrating to think through all the things that could break.
It’s annoying to collect and store items and connections and plan B and Cs. They take space (often times physical, but always mental).
But there’s one huge reason to do it – and the reason is not that you’ll wish you had a backup when you need it.
The reason is that time spent trying to fix something or devise a plan B when something doesn’t go according to plan is time that could have better put toward making something better, surprising and delighting, and ensuring that you’re offering more value than a person anticipates.
Sure, from time to time, brands elevate from how magically they fix a problem, but that’s like winning the lottery. A huge reward, but a huge-er risk that’s unnecessary and more disastrous.
Stay Positive & Prepare (So You Can Focus On Over-delivering)
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