STRATEGY 5
PREEMPT: Squashing Out the “No”
“You cannot simultaneously prevent and prepare for war.”
—Albert Einstein
Einstein was a genius, there’s no denying it. But even geniuses can be wrong sometimes, and when it comes to the guerilla warfare known as 21st century communications, he’s actually a bit off-base with this remark. To be fair, Einstein never had to compete with cell phones and BlackBerrys and 21st century attention spans when he addressed people. So how could he know, as we are learning in this crazy age, that the only way to prevent battle is to prepare?
Surely you’ve been there—we’ve all been there. You enter a room, ready to speak, thinking you’re fully prepared for the worst to happen. And then something crops up that you ...
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