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# Optimism as optimization — Kelford Labs Weekly
- URL: https://kelfordinc.com/optimism-as-optimization-kelford-labs-weekly/
- Published: 2026-10-08T11:06:01.000Z
- Updated: 2026-10-08T11:06:01.000Z
- Description: A touch of optimism goes a long way.
- Author: Leah Sanford
- Tags: optimization, anxiety, confidence, DEW, framework, joy, mindset, perspective, reality, Weekly Labs

*This week’s newsletter was written by* [*Kelford Inc.*](https://kelfordinc.com/) *co-founder* [*Leah Sanford*](https://www.linkedin.com/in/leahsanford/)*.*

I spend a significant part of my work teaching.

That might be entrepreneurship through the [Lab2Market](https://www.lab2market.ca) program or international trade with Export Development programs or, yes, even AI courses for business leaders.

**And one thing I see all the time, across all types of student, and even across consulting clients (and I suspect this is true of you too, dear reader) is a hesitance towards optimism in the face of uncertainty.**

It’s like optimism is seen as a jinx.

Like it’s a path you take that breeds inevitable doom because you’ll never see the pitfall coming. You were too busy frolicking along. 

**What’s an entrepreneur to do? Stare at their feet the whole journey? You’d miss everything!**

I believe optimism at work is like salt in the kitchen. You should have a cute little jar of it handy, and give things a little sprinkle.

It makes it better. It brings out the flavours and fun in something otherwise kind of bland.

And just like you can *absolutely* over-salt things, you can over-hype and over-hope. 

**But a little pinch, well, it makes things brighter.** 

So the next time you’re facing an unknown, a big project, a weird challenge, or you’re trying to learn something new, remember a little optimism goes a long way.

Think of what *could* go well with preparation.

What *could* happen with good planning.

What *could* be possible if you commit the resources necessary to do a good job on it.

**We created the** [**DEW framework**](https://kelfordinc.com/how-are-you-dewing-kelford-labs-weekly/) **for this very thing. Before you dive into data analysis, do some self-reflection.**

Did you Do it? Did you Enjoy it? And only once you’ve answered that do you evaluate if it Worked.

Because if you didn’t do it, or you hated every minute of it, it’s not going to be your best work. So how *could* you expect it to? 

Instead, do yourself (and me) a favour.

**Approach your marketing with a little optimism on the next try, and see if your DEWs don’t improve!**

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