- Lack of knowledge
- Lack of proficiency despite the knowledge
- Completely unforeseen circumstances.
But more than 90% of his best-selling selling book highlights the failure of the fourth kind. You may have complete knowledge about a subject, you may have gained enough fluency to be an expert and the task ahead of you is completely predictable and smooth. Yet you goof up, because you forgot a step by either not paying attention to it or because some other step distracted you. These are the mistakes that are the easiest to eliminate and yet they keep creeping up in our day-to-day work. In this post, we discuss why they occur and how to eliminate them.