The Unthinkable ✦ Deluxe & Pro

Not to manifest it. To disarm it.

Ask someone to describe their dream vacation, and they’ll paint you a picture in 4K—the salt spray, the sound of laughter, the exact shade of the sunset. Ask them to describe the day their life falls apart, and suddenly the details go blurry. “I don’t want to think about it.” The Unthinkable

We always wait until we’re standing in the ashes to admit the fire was real. Not to manifest it

Great leaders, resilient families, and durable people do something small but radical: they mentally rehearse the unthinkable. Ask them to describe the day their life

That’s the unthinkable. Not the impossible. Not the fantastical. But the deeply, terrifyingly possible scenario we refuse to prepare for. In 2012, most people in Hurricane Sandy’s path thought, “It won’t be that bad.” In 2020, even as ships anchored offshore, business leaders whispered, “Supply chains are resilient.” In 2023, as AI models improved at a startling rate, regulators said, “We’ll cross that bridge when we come to it.”

We have a strange relationship with the edge of our own imagination.