Tony had everything - solid science, a great product, real expertise. But every room he walked into, the doors quietly closed. I recognised the pattern immediately. He was flooding the Rider and the Elephant never woke up. This piece is about the model that changed everything for him - and the three questions that will change how you communicate too.
When I heard that our WhatsApp group was “too busy,” my first reaction was panic. Had I ruined something that mattered?
Instead of reacting, I used the Double Diamond design thinking process to pause, reflect, and redesign my communication. What I discovered changed the way I make decisions in my business — especially when feedback feels uncomfortable.
This is a story about clarity, courage, and refusing to make decisions from stress.
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