Should, Would | Cypress Semiconductor
There is a well-known war in the ancient China history called "War of Chang Shao " that happened in 684 B.C. It was a war between two kingdoms: Qi and Lu. This war has been known for it's famous stratey that brought a significant victory to the the Kingdom of Lu regardless of the overwhelming size and power of Qi's troop.
Qi was planning a major invasion on the boarder of Lu, and both troops laid out battle arrays, holding breath for the upcoming attacks that could happen any minute. As arrogant as the king of Qi was, he ordered the drumming to signal the 1st charge. As Qi's soldiers headed towards Lu's troops with vigorous spirit, On the Lu's side, however, the king ordered the troops to stay absolutely still. Qi's troop withdrew back to it's arrays because they could not break Lu's array. The king of Qi could not comprehend what game was Lu playing, so he ordered the drumming for 2nd charge. Lu's troop yet stood still and maintain it's array. The 3rd time when Qi ordered the attack, Lu's troops finally responded with the most decisive and furious charge.
Qi lost the war. Why? Because the very 1st drumming cheers the soldiers up, the 2nd weakens them, while the 3rd absolutely devitalizes them (). When the 3rd drumming happened, the solders could not help but wonder: What if enemies do not respond again? The hesitation and doubt wore down their spirit and confidence to win the war:"Should we attack? Yes, but would we?"
When the morale is depleted, the logic of "should" can not supplement the emotion of "would". Back from the ancient China to the present world, managing emotions and expectations is just as important as setting up measurable goals with numbers. To truly understand our customers' expectations and minimize the risk of breaking promises is just as important as maximizing our product's profit and developmeng speed, even though it means our troops need to stand still, for a while :-)