The only way to know what to do and how to do is to try. Even people with experience had to first try. If you don’t try something that doesn’t work, you won’t be able to try something else that works.

One of my colleagues said the other day that “one client knows what to do” and “the other client doesn’t know what to do”. While there’s an advantage to knowing what to do and how it’s been done, it does come with downsides too. Downsides such as doing things for reputation and status quo rather than innovating, offering customers something new and challenging ways things have been done in the past.

Being an outsider is sometimes the best way to innovate.