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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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36 LEARN TO DECEIVE YOUR AUDIENCE

Sun Tzu stated that, ‘All warfare is based on deception’. What he means by this seemingly devious statement is that the leader's role is to manipulate and manoeuvre the enemy to his own advantage – ‘When able to attack we must seem unable’. Perception is more powerful than fact.

DEFINING IDEA…

‘We simply assume that theway we see things is the waythey really are, or the way theyshould be. And our attitudesand behaviours grow out ofthese assumptions.’

~ STEPHEN COVEY, AUTHOR

Learning how to control perception may be important on the battlefield but it's essential in business. Big business spends millions manipulating the public perception of their brand. And small business should spend as much as possible ...

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