Nicked this from Tony’s Skool group.

Wanted you to see the kind of thing that gets posted there.

In the early 1980s a load of Munich taxi drivers got their brakes fitted with a shiny new anti-lock braking system. The idea was simple. ABS stops your wheels locking up, so you stop faster and skid less.

Should have made the roads safer overnight.

It didn’t.

Researchers tracked the cabs for three years and found the ones with ABS had just as many accidents as the ones without.

Turned out the drivers with the fancy brakes drove faster, followed closer, and took corners harder. They felt safer, so they took more risks, right up until the extra risk cancelled out the extra safety. Same number of prangs, different reasons.

Economists call it risk compensation, or the Peltzman effect, after the bloke who first wrote it up.

Give people a safety net and they don’t get safer.

They just move the danger somewhere else and carry on as reckless as before.

I think about this a lot with the “I’ll just do a bit more research first” crowd.

Spent six months comparing email platforms. Read forty reviews before picking a site builder. Watched every free training on the market before writing a single word of copy.

All in the name of playing it safe.

Except it isn’t safe. It’s the ABS brakes all over again.

You’ve fitted yourself with a safety feature called “more research” and you’re using it to justify driving nowhere at all, for longer, while telling yourself you’re being “careful.”

The risk hasn’t gone down. It’s just changed.

Instead of the risk of launching something rubbish, you’ve now got the risk of launching nothing, forever, while your list goes cold and somebody else nicks the idea you’ve been “researching.”

Yep, I’ve done it too.

Here’s the thing. The AI space right now is full of people fitting themselves with ABS.

Endless prompt tweaking instead of publishing. “Just testing the tool a bit longer” instead of putting it in front of a paying customer who’ll tell you in one bloody sentence what’s wrong with it.

Every hour spent perfecting something nobody’s paid for yet is an hour you’ve decided is safer than the alternative.

It really isn’t. It’s just a different kind of risk.

None of this means you should chuck caution out the window and fire out shite content and products.

The taxi drivers with ABS weren’t crashing more because caution is bad. They were crashing the same because they’d swapped one risk for another and convinced themselves they hadn’t.

The trick isn’t recklessness. It’s noticing when your “sensible” behaviour has become a way of avoiding the thing that actually matters, which is getting something real in front of real people and letting them tell you the truth.

So next time you catch yourself doing “one more bit of prep” before you launch, sell, or send that email, ask what risk you’re actually managing.

Half the time you’ll find you’ve solved one problem just to invent another.

The real question is why we do that.

That’s Tony’s post.

The sharper stuff, though, came from the comments underneath it, the group’s full of experienced marketers. Post anything and you’ll get expert suggestions within the hour.

You’ll also find the occasional product launch at an extra discount, and all of Tony’s products at additional discounts.

Worth being in?

I’ve been a member for nearly 2 years and have had great feedback and help on my offers and products.

Grab your 7-day trial through this link:- https://go.wm-tips.com/skool

Regards,
​​​​​​​Brent.