Crisis Model: Zero Plan
How to plan for the worst marketing outcomes.
risk
23 posts
Daily Lab: “Scrubs are cheaper than booms.”
It’s never too late to improve your launch.
Don’t follow the crowd, they’re lost
The average day trader loses money over the course of a year. In fact, according to one study, “only about 4.5 percent of day traders are successful.”
It merely failed
The future is a mystery to us all. And that means the greatest risk is in assuming it isn’t. In assuming our plans are perfect and won’t need adjustment.
The important thing is to aim
An old friend of John D. Rockefeller once recalled that—despite being one of the wealthiest people to ever live—Rockefeller would insist that they switch to old golf balls when playing around water hazards.
Anything is better than indecision
“With a ton of charts and a wondrous plan, he comes, behold, the Research Man. Give him four and twenty scholars, give him twenty thousand dollars, and in two months he’ll bring to view, the facts that you already knew.”
Not an evil at all
"There’s only one thing you can count on...On any given moment in any given day, somebody somewhere is screwing up."
A perfect sensibility of danger
Successful strategy requires being different. When you focus on what everyone else is doing, when you try to fit too well into your industry, you become more and more like everyone else—with less and less for a customer to base a choice on other than price.
Don’t predict, prepare
Nobody knows what happens next. No one’s predictions will be very accurate. We’ll look back and wonder how it wasn’t obvious, but nothing that seems obvious now is likely to be right.
Everything is a tradeoff
Every great decision you make comes with downsides. There is never a perfect answer.
There’s no such thing as a riskless strategy
If you want things to change, you have to try to change things, and that entails assuming the risk that things might not go the way you want. Every plan is a guess about the future, and sometimes our guesses are wrong.
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