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Strategy Power Plays: Winning Business Ideas from the World's Greatest Strategic Minds by Karen Mccreadie, Tim Phillips

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2 WINNING OVER RESISTANCE

Jenner invented vaccination, using cowpox to render people immune to the fatal smallpox. How was that received? ‘First with indifference, then with active hostility.’ To impose your policies you are going to have to win over resistance.

DEFINING IDEA…

Don’ t think, but try; be patient, be accurate.

~ JOHN HUNTER'S ADVICE ON INTRODUCING CONTROVERSIAL CHANGE

Jenner's discovery of vaccination is a classic Smiles example of both genius and perseverance. Jenner had heard repeatedly that milkmaids working with cow herds infected with cowpox did not then suffer from smallpox. At a time when the medical world dismissed this evidence out of hand, he came to the conclusion that the one appeared to work as a preventative ...

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