Chapter 12. The Role Model

During the 43 days of the Gulf War in 1991, General Norman Schwarzkopf, the commander-in-chief of Desert Storm, held only about half a dozen press conferences in the press room in Riyadh, Saudi Arabia. Each of those sessions was very, very brief, but despite such minimal exposure, “Stormin’ Norman,” as he was known, became an instant global celebrity, garnering huge fees for keynote speeches. He attracted this attention because, in each of those sessions, broadcast live throughout the world, the General exhibited complete command and control in answering the journalists’ questions. Schwarzkopf used all the same techniques you’ve learned in this book and serves a positive role model.

A particular case in point is the ...

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