The man that says a task is impossible should get out of the way of the man doing it.
The merely difficult, we do immediately. The impossible takes a while longer.
Remember the discussion of framing in Chapter 9? One definition of marketing is an action or message (or series of actions or messages) that causes someone else to take an action of some kind: to buy a product, try a service, accept a new idea. In short, marketing involves persuasion.
The best persuaders, the best negotiators, have always come from a mindset where both parties win.
They tend to be excellent listeners, able to tune in exactly on the other person's issues, whether or not those issues are verbally expressed. And they are able, time and time again, to figure out how the other person can benefit from what they want to happen and not just benefit, but actually meet—or even exceed—his or her goals. Sometimes this is a matter of persuading, sometimes listening, but always responding with ideas that move everyone forward.
And moving forward isn't always a pure business proposition. Often, it's about changing the world. Shel's earliest training in marketing was in doing volunteer public and media outreach for various social change groups. His desire to heal the earth's damaged environment and the rifts that drive people to war is still a dominant factor in his marketing career, his approach to business, and, he believes, ...