CHAPTER 8CREATING, EXTENDING, AND PROTECTING THE BRAND

I was called to the transfusion lab in the middle of night to look at a cross match before we could go ahead with a kidney transplant. As I left the lab, I noticed one of the techs was working. As it was then about 2:00 a.m., I decided that I’d talk to her later. The following morning I brought her into my office and asked, “What were you doing in the lab at two in the morning? You weren’t working on the kidney. I know, because I was there.” This young, blonde, blue-eyed, Minnesotan turned bright red, acutely embarrassed, and said to me, “Dr. Moore I was hoping you wouldn’t see me.” My heart sank when she said that. I thought, oh my God, what has she done? She continued, “I was doing the ...

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