Many of our plans are founded on bad assumptions. Faulty assumptions lead to faulty plans that lead to faulty execution.
We fail to ask ourselves the tougher questions – the how and why and what (or better, the so what?) of our thinking and planning. We fail to go deep – to think harder, think better, find second opinions from those who have been there, those we trust. We fail to test out our assumptions by experimenting before going live. And we get crushed.
Resist the crush. Question assumptions. Test them. Prove they’re real.