Too often, we're presented with choices that don't please
us. We can pick one poor alternative or the other. And too often, we pick one.
We were struck by Apple's choice to put a glass screen on the
original iPhone. Just six weeks before it was announced, Steve Jobs decided he
wanted a scratchproof glass screen. The thing is, this wasn't an option. It
wasn't possible, reliable, feasible or appropriately priced. It couldn't be
done with certainty, and almost any other organisation would have taken it off
the list of appropriate choices.
It was unreasonable.
And that's the key. Remarkable work is always not on the
list, because if it was, it would be commonplace, not remarkable.
