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Focus on what you do worst, not best

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Rather than start with best practices, you should find your industry's worst practices and look for ways to better them – that's the argument put forward by Umair Haque on his HBR.org blog.

Haque insists that you can find worst practices everywhere once you learn how to spot them. He says they are "baked into the tired, toxic assumptions of business as usual".

The author offers the examples of customer service nightmares, lowest common denominators and marketing by half-truth.

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