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The Sure Thing

Before we create a product, design a service or build a business we want to be certain the idea will fly. We want to know for sure that if we build it, people will come.

If we only did the things we were certain would work, we’d never create anything original.

Originality is a leap of faith and success is unpredictable.
Certainty comes with the benefit of hindsight.
Bestsellers are always a surprise.

The best we can do is have the courage to begin before we’re certain.
Taking a risk is less risky than doing nothing at all.

Image by Roberto Trombetta

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