Ok (whilst I’m on my soap box) I’ve just tried to redeem a rescheduled flight to Adelaide. What? I’m a month or so over 12 months since I first booked it, so the flight is lost. $250 down the drain! QANTAS - YOU’VE GOT MY EMAIL ADDRESS. How about a courtesy email 2 months before it’s expiry date saying “Dear Sir, don’t forget your rescheduled flight expires in 2 months”. But no. Silence. I’d love to know the figures on how much they save with this customer non-service.

We had plenty of fantales left over after our launch party - and they’re still here. In a big bowl between our iMacs. Too much chewing. I’ve got a sore jaw.

From Seth, re ‘good enough’

“Is that enough? Is good enough enough to win? To change the game? To reinvent your organization and your career? In a crowded market, when all the competition is good enough, not much happens.”

Seth helps keep me motivated. He continually drops these gems that need to said, and said again (his bootstrapper’s manifesto is a must read).

“If you redefined the objective to be, “makes some people uncomfortable, changes the entire competitive landscape and is truly remarkable in that many of the key people we reach feel compelled to talk about it,” what would happen?”

What would happen? A new venture would be born! APPLEBOX is a big undertaking. We are coming up against established players with big budgets and established brands. We can’t beat these guys on their terms. We have to change the game, re-invent the model. Luckily for us, the competition are still in ‘good enough’ mode (and they don’t read Seth Godin!).

Edited 14/7 for readability