Let’s take a look at FORESEEABLE challenges, and what to do about them.
10 years ago, I had no clue that the iPhone was coming, and once it did, I didn’t even begin to understand its implications.
Every survey of buyers I’ve ever seen ranks price well down the list of priorities, lower than such things as quality, reliability, trustworthiness, location, convenience, etc. — yet the vast majority of advertising focuses first and foremost on price.
You must be sure that simple measurements aren’t misleading; that they reveal the truth, rather than obscure it.
How often in our work – and in all our relationships, for that matter – do we neglect to articulate what it is we expect of ourselves and of others?