Nir Bashan

One of those studies came in and it was fascinating.

It showed that there was a bicycle manufacturer that kept getting their bikes damaged on delivery.

And they were the kind of manufacturer that people love.

They were like, oh, I love this bike.

I can't wait.

I'm so excited to get it.

It wasn't a basic bike.

It was something that higher end riders liked and this kind of stuff.

So when it came, people were really excited and it wasn't the basement bargain either.

So they were excited.

It was an investment.

It would come, they would open the box, right?

Really pumped.

And like the fork would be bent or some parts would be damaged in the shipping.

And so this manufacturer said, we got to solve this problem.

So they started by, hey, we're going to put more padding, right?

We're going to put more padding and we're going to get bigger boxes because that's going to solve everything.

And so they did the padding, they did the boxes and the stuff kept getting damaged and they loved it.

It was a handmade bike and a lot of love and attention went into this thing and it still showed up damaged.

So one day the group got together and this is something I talk about in my keynotes.