This might not work.

There is magic in "this might not work". It brings a lightness to the process. It allows for creativity and audacity. It allows us to focus on the process and finetune it.

"This might not work" creates possibility that can't be accessed with a "this has to work" mindset.

It [The Practice] doesn’t always work, but it always works better than any other approach.

The Practice, Seth Godin