Greg Ness has a nice riff on Staples easy button.

I think I’d alter it to be the "certain" button. Lots of people are willing to work hard. Not as many are willing to take intellectual or project risk. As a result, they make boring stuff that’s quite likely to fail.

If you could embark on a marketing campaign that was certain to work, would it matter how hard it was to do or how much it would cost? Not likely. People hesitate because they’re just not sure.