STOP TRYING TO IMPOSE YOUR WILL ON TOUGH COMMUNICATORS
Richard “Tuff” Hedeman earned his nickname. He was a three-time world champion bull rider and one of the few people ever to successfully ride the powerful and notorious bull named Bodacious.1
Bodacious possessed an uncommon combination of power and unpredictability, and had a nasty habit of contorting in ways that other bulls wouldn’t or couldn’t. And as Tuff Hedeman learned, Bodacious had a few other tricks up his hoof to shake off cowboys who didn’t have the sense to let go after the first few seconds.
Hedeman first successfully rode Bodacious in 1993, staying on for the required eight seconds—an eternity on the back of Bodacious. Two years later, Hedeman drew ...