Other people make mistakes, including you and me.
The past year or so we’ve been pretty successful using Facebook to market the catamaran Mon Tiki. But using Facebook to reach our audience means I’m actually spending a little time each day logged into Facebook as an ordinary user, so I can get a better sense of how the people we are trying to reach are experiencing Facebook, and then try to guess at the best way to use Facebook to reach them. Facebook is a strange place.
Decorated USCG Rescue Swimmer Mario Vittone once said that other than fisherman-falls-down-breaks-arm things, there wasn’t single call he went on that couldn’t have been prevented before the boat left the dock. Good luck has a similar dynamic to bad luck, but it’s less studied.