When I am working as a Brand Consultant.
I spend time trying to find the very worst thing or things about you, the client.
This is because – unfortunately – the least good thing about you is the most likely thing that your customers will remember.
You’ll be judged by your weakest link.
So if I find your weakest link.
And we remove it.
You’ll be better.
And you’ll do better.
Sometimes, to be judged by what you do worst.
When you are trying to do great in business.
But how it feels is completely irrelevant.
Because the fact that you will be judged by your weakest link is a truth you already know.
Because you do it too.
So if you are trying really, really hard.
And you’re still not good enough.
Because if you are not prepared to try your absolute best.
And to continually upgrade what ‘your absolute best’ actually means.
In a quest to become absolutely world class.
Then when your customer falls out of love with you.
For something you really should have cared more about.
It’s absolutely your fault.