Page 51 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com

unwittingly follow the Path of Greatest Conviction; they consistently do
whatever the most convinced person argues they should do.

So those Question Authority bumper stickers offer good advice. Even when
you or someone else feels certain, you should question that authority.

Especially your own.
Beware of the overconfidence bias. Maybe he’s right.

Fallacy: Perfection Is Perfection

You easily can get stalled in the shift from strategy to tactics because you are
paralyzed by your desire for excellence.

Here’s a good way to rank The Best Plans:

a) Very good
b) Good
c) Best
d) Not good

e) Truly god-awful

Best ranks lower than good? Why?
Because getting to best usually gets complicated. First, can everyone ever
agree on what is best? How long will it take to reach an agreement? How long
will it take to achieve best?
How much excellence in other areas—work environment, productivity, speed
of delivery—will we sacrifice to achieve excellence in this one?
And perhaps most important, will all that excellence really benefit the person
for whom it is intended? Will the prospects or customers care? Will it be worth
the cost to them?
The planning process tends to attracts perfectionists. But something paralyzes
these people: their fear that executing the plan will show that the plan was not
perfect. So rather than risk being found out, these people do nothing. They wait.
Many outstanding big-picture thinkers are always looking for, and burdened
by, this search for perfection. But too often, the path to perfection leads to
procrastination.
Don’t let perfect ruin good.