5A New Approach to Change: Easier to Stop Than Start

We hope that everything we’ve put forward up to this point has been logical as well as supported by and congruent with what you would hope for in a book such as this. However, most of you probably are expecting that now we will try to tell you what to do in the selling equation. You may be looking to read a set of competencies, skills, and steps for establishing an empathetic connection with your customers. Let’s not do that. Let’s leave that to other authors. What we want to do is tell you what not to do—how not to bankrupt the empathy-ego equation.

Peter Drucker, one of the finest thinkers of the twentieth century, was known for several key concepts related to personal change. Our favorite ...

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