Evaluating from your audience, customer or potential client perspective can be overlooked all too easily.

How to cope with rejection:
Find someone you can trust to be independent and ask them to evaluate your offering, discover where your holes are and address them. It’s all too easy to get caught up in the enthusiasm of ‘it’s-great-because…’

Certainly hold on to that feeling and do some bench testing before you ‘go-live’ with a real, potential customer. Better still ask someone you don’t really class as a supporter; the feedback may surprise you.

Practice makes perfect? maybe; more accurate to say, change becomes less scary the more you experience it, and by default, easier to deal with.

Homework: do one thing each day which scares you; let me know how you get on.

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Later today, Apple holds a press conference in San Fransisco where, we are let to believe, they will announce the much anticipated ‘tablet’ device that will extend the user experience domination started by the iPhone.

If nothing else, Apple ought to be congratulated for keeping a lid on the specifics about this device. Corporate secrets are notoriously difficult to maintain because human beings are involved.

People like to talk and even better they like to tell others ‘juicy gossip.’ Doing so serves to elevate the secret teller to a position of power and implies inside knowledge. Paradoxically if discovered it may also lead to that persons corporate demise too.

Competitive advantage is increasingly difficult to achieve and even more difficult to maintain.

Cynics may say the hype is all part of Steve Job’s master PR campaign, either way we’ll find out later.

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