In 1995, a woman in Sweden was baking cookies with her daughters when she realized her wedding ring was missing.
Her stomach dropped.
She checked the kitchen.
The counters.
Jacket pockets.
Even the garden outside.
Nothing.
Life kept moving.
Her daughters grew up.
Winter came.
Then another.
Sixteen years later, she pulled a carrot from the garden and froze.
Her wedding ring was wrapped around it.
For sixteen years, the ring was sitting in her own backyard. Close enough to walk past. Too familiar to ever think to look there again.
That happens in business too.
The closer people are to something, the easier it becomes to overlook what makes it special.
What’s something customers notice about your business that you haven’t recognized yet?
