What if getting bigger isn't the point? What if you merely got better?

If you wait until there is another case study in your industry, you will be too late!

Most of your competition spend their days looking forward to those rare moments when everything goes right. Imagine how much leverage you have if you spend your time maximizing those common moments when it doesn't.

More and more people now have jobs that require them to confront the risk of appearing stupid on a regular basis.

Will you succeed because you are more well-rounded than others? Because you fit in better than everyone else? Bloody unlikely. We succeed when we are trusted to be the best at what we do.

Discomfort brings engagement and change. Discomfort means you're doing something that others were unlikely to do, because they're hiding out in the comfortable zone. When your uncomfortable actions lead to success, the organization rewards you and brings you back for more.

Many people believe that great designers get great clients. It's the other way around.