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"You weren’t supposed to go for a swim, Ruby."

That was not the plan. The plan was a quick dog walk before work. Just like the plan was to leave for school on time—until my five-year-old decided, at the last possible moment, that now was the perfect time to apply an elaborate play-makeup look. And just like the plan was for a client to stay committed to the strategy we all agreed on, until they changed direction entirely.

If you’ve ever tried to train a dog, negotiate with a child, or manage a client relationship, you’ve likely experienced the same frustrating reality: they rarely do exactly what you expect. The patterns seem predictable—until they aren’t. One day, your dog sits on command; the next, it sprints after a squirrel. Your child happily eats carrots today but declares them "disgusting" tomorrow. Your client agrees to a strategy, only to pivot in an entirely new direction the following week

The Illusion of Control

We often assume that structure, rules, and processes will create predictable outcomes. In reality, behaviour is shaped by emotions, changing needs, and external influences that we can’t always anticipate. When working with clients (or managing a household!), this means:

 

• Logic doesn’t always win – Just because something makes sense to you doesn’t mean it will land the same way with others.

• Past behaviour isn’t always a perfect predictor – Just because someone agreed before doesn’t mean they will again.

• Motivation shifts constantly – What mattered yesterday may not be the priority today.

 

Adaptability Over Rigidity

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The best dog trainers, parents, and customer experience leaders share a key trait: adaptability. Instead of forcing compliance, they observe, adjust, and work with the natural tendencies of those they’re guiding.

For businesses, this means:

• Designing customer journeys that allow for flexibility rather than rigid funnels.

• Listening beyond surface-level feedback to understand shifting customer motivations.

• Accepting that human behaviour is complex—and that true engagement requires ongoing recalibration.

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Embracing the Unexpected

Rather than seeing unpredictability as a challenge, what if we embraced it as a signal? When a dog refuses a command, it might be distracted or uncomfortable. When a child resists, they might need autonomy. When a client changes course, they might be responding to new pressures or insights.
The goal isn’t to eliminate unpredictability—it’s to be skilled at navigating it. After all, the best relationships, whether with our pets, children, or customers, aren’t about control. They’re about connection, trust, and a willingness to meet them where they are.