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CHAPTER TWENTY-TWO

Marketing Works, and Now It’s Your Turn The tyranny of perfect

Perfect closes the door. It asserts that we’re done, that this is the best we can do.

Worse, perfect forbids us to try. To seek perfection and not reach it is a failure.

The possibility of better

Better opens the door. Better challenges us to see what’s there and begs us to imagine how we could improve on that.

Better invites us in and gives us a chance to seek dramatic improvement on behalf of those we seek to serve.

The magic of good enough

Good enough isn’t an excuse or a shortcut. Good enough leads to engagement.

Engagement leads to trust.

Trust gives us a chance to see (if we choose to look).

And seeing allows us to learn.

Learning allows us to make a promise.

And a promise might earn enrollment.

And enrollment is precisely what we need to achieve better.

Ship your work. It’s good enough.

Then make it better.

Help!

When we offer it, we’re being generous.

When we ask for it, we’re trusting someone else to see us and care about us.

On the other hand, when someone refuses to offer help or ask for it, everyone is closed, on defense, afraid of the other.

If there’s no connection, we can’t make things better.