The Safe Choice: A Business Fable About the Question Every Customer Is Afraid to Ask

'Winning organizations build trust from the inside out. This is a practical, memorable framework to do exactly that.'

- Roger Dow, former U.S. Travel Association CEO & Marriott Senior Leader

What if I get this wrong?

Megan inherited a fishing lodge in remote Alaska from her late husband—along with his debts, his reputation, and a team that had quietly stopped caring. When she calls her college friend Claire for help, what begins as a favor becomes something neither of them expected.

Because the lodge doesn’t need better marketing.

It needs to remember what it was built to be.

Nobody brags about choosing the safe option. Until they do.

Step into a business fable about the invisible qualities customers are really evaluating—and the small, daily decisions that turn ordinary teams into something people never forget.

Darryl Bosshardt

His professional life has spanned an unusual range of settings—from Boy Scouts of America summer camps, to Pybus Point Lodge, a remote wilderness lodge in Southeast Alaska.

Between the campfires and the float planes, Darryl worked with the U.S. Small Business Administration and the Department of Defense, advising businesses on growth and operations. He has also served in leadership roles at Redmond Inc., a Utah-based manufacturer and distributor widely recognized for its distinctive organizational culture.

'An unforgettable business parable with a clear roadmap to building authentic, rewarding, and lasting relationships'

- Shauna Theobald, retired Director, UVU Entrepreneurship Institute