Chris Sheldrick used to work in the music industry, organising live events around the world. He quickly discovered that in the music world, people struggle with poor addressing every day. Getting lost trying to find events was pretty common.
He had some pretty bad days, like in Italy, when a driver unloaded all the equipment an hour north of Rome, instead of an hour south of Rome. And a slightly worse day, when a keyboard player called him and said, ‘Chris, don’t panic, but we may have just sound-checked at the wrong wedding’.