We spend our time on dull things, working on small tasks and small talk. We remain with the comfortable and those elements that are repeatable, even predictable. It’s what us humans are very good at. We rarely ‘push the boat out’ seemingly focused on doing more of what we already do. Perhaps I’m being a little unfair?

However, there is a gap, a gap between what we know and what we think we know. Customer service is a classic example. We believe we are giving a great service, in reality, it’s probably mediocre. It’s important to be realistic about it, even brutal, because what we know can’t hurt us.

In a small business, amongst the plethora of other items, we need to concentrate just as much on what we don’t know as on what we do. Perhaps then we can manage expectations better, avoid catastrophes and those major impacts that can damage our business significantly.