In Tom Peters’s book The Pursuit of WOW (Every Person’s Guide to Topsy-Turvy Times), he asserts via Bob Pressman, Co-CEO of Barneys, that 'safe is risky.' In other words… same old same old doesn’t excite anyone. Those people and companies that look the same and act the same as everyone else are not safe these days. Kodak. Blockbuster Video. (WHO!?)…Lol. By always playing it safe, we can remain invisible. By keeping our heads down, our eyes diverted, we don’t have to face risk. And we will be “safe.” There is no safe place. Covid taught us that. So… the better course is...