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Just Run It!: Running an Exceptional Business Is Easier Than You Think by Dick Cross

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Introduction

Your Timing Is Great

I completed the first draft of Just Run It! at the end of 2004. I didn’t see then the coming downturn in the American economy. And I had no idea how much more appropriate the book would become as a result of that decline. But first, what happened between then and now?

The explanation I like best is the one put forth by the Scotsman William Hutchinson Murray in recounting his Himalayan expedition of 1951. In reflecting on the horrific challenges of unexpected weather and equipment failures on his ascent, and on how the hand of providence had guided him to do the right things at exactly the right times, he wrote:

Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning ...

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