If we aren’t careful, we spend a lot of time thinking about the costs of unintended actions.
The problem with this is that unintended actions can have results that vary from good to bad, and pricey to cheap.
In your marketing and strategy activities, this can be problematic because you can convince yourself that just a little bit more time spent on understanding this repercussion or that reaction will help you make a better decision.
Many times, it won’t.
What it will do for you is take up a lot more of your time and mental energy. Things that could be spent much more readily on adjusting to the way things are.