Chapter 4

Turn a No into a Yes

If you stick to what you know; you’ll sell yourself short.

SINGER CARRIE UNDERWOOD

If you stick to what you know … you’ll get a No. Instead, ask yourself, “Why will my decision-makers say No?” and say it first. Here’s an example of someone who did this brilliantly.

Several years ago I went to the Business Innovation Factory (BIF) conference in Providence, Rhode Island. It was a fascinating couple of days with leading-edge innovators from around the world including Tony Hsieh of Zappos and Alan Webber of Fast Company.

The most impressive speaker was a surprise. She walked to the center of the stage and waited until she had everyone’s attention. Then, with a big smile, she leaned out to the group and said, “I know ...

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