The elements of the springboard story look relatively obvious and straightforward when expressed as performance criteria. But implementing these elements in performance isn't as easy as it seems.

3.3.1. Embody the Right Idea

You might think that being clear on the change they are pursuing would be something that leaders routinely do. And yet on a daily basis, the business world is full of CEOs who are telling stories that don't embody the change idea they are trying to communicate. Here's a spectacular example:

On September 4, 2001, Carly Fiorina, CEO of Hewlett-Packard (HP) announced her plan to buy Compaq for the equivalent of some $25 billion, which was a significant premium over the market price at the time. ...

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