Chapter One
INTRODUCTION: A LESSON FROM THE ROAD
This book offers a pleasant alternative to learning from your mistakes:
Learn from mine. My mistakes began with
Selling the Invisible. Because clients
love experts and no one looks more expert than an author, many people called me
after the book appeared, often with invitations to speak to their companies.
Naturally, I accepted. I went. I spoke. I bombed.
I flew to Miami to address a leading telecommunications firm. I covered the
subjects the employees had loved in the book, but the number of people checking
their watches seemed a bad sign. I stumbled on until the clock mercifully
signaled the end. My host grabbed my arm as I staggered from the podium and
promised a postmortem in a few minutes. I waited for him in the hotel lobby as
the audience members filed by me as if I w ...
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