Month: February 2012

sincerity isn’t a contractual thing

Why we (should) change our minds in the 11th hour.

You’re about to ship your product, wrap the gift, get dressed for the event, name the baby. Go time. Launch time. Deadline-to-meet-time. It’s time to make the final call. You’ve been working toward this for months. Money invested in designers, endless jam sessions, deep thinking, working toward THAT goal. And then…and then you look at it (clock is ticking, we’re waiting for you to sign off), and you think…it’s not quite right…