CHAPTER TWO The “What” and “Why” of Complexity
“If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve, its full potential, that word would be meetings.”
— Dave Barry1
It was just a monthly e-newsletter. Nothing complicated. A large bank had hired my company to improve the e-mails it sent periodically to a group of current and potential customers. The marketing team wanted to learn how to engage new clients and assure the loyalty of those already banking with them. My New York–based firm had developed innovative ideas for making e-newsletters much more engaging. Both sides figured it would be a nice collaboration.
This wasn’t a big project—a four-week assignment at best. And that’s ...
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