CHAPTER 6
Courage
Acting with Sustained Initiative
We now explore in greater detail the supporting tactics of the strategy of courage. The goal is to challenge you to connect ever more deeply with the very source of your power.
Elements of the Tactics
Let us first consider aggressive marketing.
Product Advocacy
There are many types of products and many types of customers. Anything that you create and offer to others is a product. Your service to your superiors is a product; your service to your subordinates is a product. You have external and internal customers; you have immediate and distant customers. Whatever you offer to them, from paintings or education to health or food, from ball bearings to stock market information, is your product.
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