The mining industry routinely collects samples to assist with decision making, whether for exploration, resource estimation, grade control, or plant design and balances. Poorly designed sampling protocols can result in elevated project risk by increasing variability. Critically, such variability produces both financial and intangible losses. Sample collection, preparation and assay or test work protocols that are optimised to suit the ore type, together with QAQC systems will reduce variability. Many gold deposits display a high natural variability, where the in situ variability can be enhanced by poor sampling practice to yield a high-nugget effect. In this case, specialised protocols are often required. Reporting codes require the Competent Person to consider the quality and implication of sampling programmes. Despite its importance, sampling often does not receive the attention it deserves. In this paper, the importance of good sampling practice is exemplified through a series of case studies, which show the many sampling issues that frequently go unrecognised or unaddressed, resulting in poor decisions and financial loss.