Perception is everything - what you think is more important to you than what is actually happening. We've all experienced the sensation that a freshly washed and waxed car drives better.

I like the reference to the stinky restaurant, why improve the food if no one wants to eat there because of the smell?
Or the UK's postal service trying to get a 99% overnight delivery rate rather than the 98% they already had. What were they thinking? They were thinking what a constituency that will never be satisfied told them to think, not acting on what the client base they wanted was thinking.
AuthorDean Birinyi