I recently needed to send my passport overseas.
I ended up going with FedEx, and the whole experience reminded of the project management trade-off that I’ve written about before.
Out of the three options (Speed, Quality, and Price), you only get to choose two.
With FedEx, they don’t have slow shipping. By doing this, they say “no” to most of the market. But if you need to get something from A to B in record time, that’s their game.
They also are known for their reliability. They make sure your things get delivered.
FedEx self-select into Speed and Quality. You just need to decide if you’re going to pay.
I wonder how many other businesses would be better off being as explicit as FedEx, instead of trying to be all things to all people.