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What to Do When Things Go Wrong: A Five-Step Guide to Planning for and Surviving the Inevitable—And Coming Out Ahead by Frank Supovitz

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4

IT’S A MATTER OF TIME

Mick Jagger was 100 percent wrong. Time is not on my side. No, it’s not, and it’s not on your side either. Whether you have a big budget or a small one, years of experience or just launching your career, work for a stately iconic brand or a brash entrepreneurial start-up, the amount of time that fits into an hour is 60 minutes. While what you do with that hour can move the ball toward your goal line, time will always be every project’s most limiting factor. Welcome to the club.

I learned this important and most enduring lesson in Dr. Benny Barak’s Consumer Behavior class at Bernard M. Baruch College of the City University of New York. For our term project, our study group had three weeks to create a mythical product for ...

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