If predictability is what you are selling, repeat performances are critical. Customers seek you out to fulfil a certain expectation. They expect you to deliver what you have done before. They buy your history. You are welcome to get better, improve over time, but always provide what is expected.

If uniqueness is what you are selling, repeat performances are unacceptable. Customers buy one of a kind. They expect you to create a unique experience or product every time. It’s never the same, but it’s always fantastic.

Consistency is key either way.

Silviu Beniamin Tofan

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