CHAPTER 3HOW I LEARNED TO THINK THIS WAY—YOU CAN, TOO!

"THERE ARE THREE TYPES OF PEOPLE: THOSE WHO MAKE IT HAPPEN, THOSE WHO WATCH IT HAPPEN, AND THOSE WHO WONDER WHAT HAPPENED."—JEFF GOLDBERG, EXECUTIVE VICE PRESIDENT, EMC CORP.

I am reluctant to admit this, but I learned about the importance of the So What Question the hard way. A client made me realize I needed help.

Let me tell you what happened so that you’ll understand why:

1. Having a So What Mindset is so important.

2. If you use it, you’ll have a huge competitive edge.

3. I certainly didn’t have all the answers when I began—although I certainly believed I did.

4. You don’t need to make the same mistakes I did and can avoid a lot of pain, suffering, and (as you will see) embarrassment. ...

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