When you click on a link and get dumped into 404 limbo, that’s not good. But when a link’s completely dead, that’s even worse.
Calling a number on a company’s website and reaching a retiree in Boise is unfortunate. Hearing “The number you have dialed has been disconnected or is no longer in service,” and your prospect or customer may suddenly be classified as “former.”
MINOR TO MAJOR
These are – relatively – little things. Mis-formulating metals in I-beams could render a structure unstable. Adding the wrong ingredient to fertilizer can kill off crops and decimate beehives. The wrong pharmaceutical dosage can lead to a coma or death. In isolation, even these are all little things.
Today, though, little things don’t have to combine to create something bigger. Single instances of error, even those that result in no damage, can become global news in an instant. And for brands and reputations, that’s a horrifying prospect.
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We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.