How important is it? Is it so important you need to interrupt everyone, every single one of your customers?

There are only a few signs on my way through security, yet there, on the biggest of all, is a warning about snow globes. Snow globes are apparently a big enough threat/cause for confusion that they get their own sign.

Every time you interrupt your prospect or consumer, you better ask, “is it important enough…” Most of the time, it’s not. Most of the time, the interruption is a selfish, misguided effort by a committee that doesn’t get it.

Yes, I know the TSA doesn’t care about customers. But it’s a good lesson for anyone who does.

Don’t snowglobe me. Interrupting everyone so you can properly alert one person in a thousand is just silly.