CHAPTER 3GOOD NEWS, BAD NEWSUSING THE POWER OF ASSOCIATION

In life, 10 percent is about what happens, and 90 percent is about how we react to it.

UNKNOWN

The Power of Association

Yes, yes, no, no, yes, no, yes, yes, no, no.

Without counting the number of words on the previous line, take a guess of whether “yes” or “no” appears more times. Keep your answer in mind, as I’ll return to this question later (and don’t cheat by counting them!).

Do you remember the McKinsey and AT&T story from chapter 1? Though the consulting firm made a gigantic mistake, their reputation was hardly damaged. They were still able to radiate competence despite such a gigantic public failure. It’s important to ask, How can any company or individual appear competent in ...

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