The biggest mistake service providers make is assuming that because everybody in an industry behaves a certain way, that everyone in that industry WANTS to behave that way.

We can look at boring industries, and we can say “they sure don’t have the wow factor of SpaceX!”

But it would be a mistake to assume that people in unsexy lines of work are happy with the status quo.

There’s always room to imagine something differently.

There’s always room to exceed people’s expectations, even when we think there’s definitely a right answer.

And those with the courage to do something (wildly) out of the ordinary are rewarded time and time again.