In our imaginations, we plan for perfect. Perfect products bought and loved by perfect customers—who only show up on our best days. The days when we are perfect.

Of course, the reality can’t always live up to the imagination. So we need to have a plan for when we’re far from perfect. The companies that stand out are the ones that delight customers even in those moments when they disappoint. They spend more time working out how they’re going to apologise, than how they’re going to take a bow.

Image by Andrew Stawarz