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Within reason
Often, someone will riff on a concept or approach that characterizes the revolution that we're living through online, and heads will nod. "Sure, that sounds great [insert idea here... like Free, or social media or permission or ideaviruses or empowered consumers or treating people with respect, etc.] within reason."
It's the last two words that make it a lie.
The last two words allow you to weasel your way into failure. Within reason means, "without bothering the boss, without taking a big risk, without taking the blame if we fail, without alienating our current retailers... be reasonable!"
And so you do it half-heartedly and you fail.
And who beats you?
The people who did it without reason.
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Posted by Seth Godin on December 04, 2009 | Permalink
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So true. Passion Needed Here might be a good tag line for inter office suggestions, I feel they often are like meteors or shooting stars: Beautiful in flight but forgotten by morning.
