Chapter 1.

The SchwarzkopfGeneration: Take Chargeand Do What's Right

“I have allegiance to this country and its values as demonstrated in the workplace. I respect control leadership, my elders, and those who fought for my freedom. I believe we are responsible for our actions.”

—A sixtysomething physical therapist

FOR OUR SENIOR GENERATION (those born before 1946), we have adopted the term “Schwarzkopf Generation” in honor of General Norman Schwarzkopf, commander of the allied forces in Operation Desert Shield/Storm. Shortly after that war, Bruce’s path began to cross General Schwarzkopf’s on the speaking circuit at various corporate conferences. The General would be there to present his generation’s approach to leadership, while Bruce would speak ...

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