Dave Trott on making fear your friend

Dave Trott on making fear your friend:

Why did Steve Jobs think he had to avert a crisis?

Well precisely because things were looking good.

The previous day, Steve Jobs had seen the new Nokia mobile phone.

No big deal, just another mobile phone: It had the usual range of trivial features.

One of the gimmicks was you could download six tunes onto it.

Not very useful, no one cared.

But something at the back of Steve’s mind nagged away at him.

And he woke up in the middle of the night thinking “If they can download six tunes what happens if they can download sixty tunes? Or six hundred tunes? That’s the end of the iPod – that’s fifty percent of our business gone – It’ll be too late to worry then, we won’t have a company.”

It's a great example and hopfully it'll tempt you to go read the whole thing. I'm a fan of Dave Trott.