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The taxi’s waiting, it’s honking its horn, time to go to the airport. Yes, the passport is in my pocket. I checked five minutes ago…Of course, the cost of checking again, just one more time, is tiny.

…Developing the reassurance habit is easy to do and hard to kick. The problem is this: there are some ventures where no reassurance is possible. There is important work for you to do where no proof is available.

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The Problem with Reassurance, Seth Godin