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Likeable Business: Why Today’s Consumers Demand More and How Leaders Can Deliver by Theresa Braun, Dave Kerpen

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CHAPTER 9

Surprise and Delight

Every Mistake Is an Opportunity

A true leader always keeps an element of surprise up his sleeve, which others cannot grasp but which keeps his public excited and breathless.

—Charles de Gaulle

Victor Gonzalez was among the millions of Twitter users who have tweeted at celebrities, attempting to get a response, usually to no avail. In Victor’s case, the celebrity was New England Patriots wide receiver Chad Ochocinco. Eventually fed up with being ignored, Victor sent Ochocinco the following tweet: “Been tweeting at you for two years and have not ever gotten a response.”

This caught the football star’s attention. Ochocinco owned up to his unresponsiveness, promptly tweeting back: “Damn 2 years? My bad. Want to come ...

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