Deliver at all costs

Not delivering is the worst thing you can do. It gives me a feeling of dread in the pit of my stomach.

Sometimes we stall and delay because we’re afraid of showing people our work or being judged on the quality.

But the results are secondary, really. And the benefit of hindsight means we can improve, optimise and learn for next time.

If Amazon delayed delivering a book you ordered because they thought you might just return it, or write a bad review, you’d be mad.

So, let’s keep our commitments. Even if it’s the worst thing you’ve ever done, ship it. Press send. Turn up. Apply.

Then learn from it. Doing nothing is worse than doing something badly.