Foreword
Why This? Why Now?
When Rich came to me to share the concepts of this book and ask me to write the foreword, I was about three months into my new role as the leader of MHI Global. I had a lot on my mind at the time, bringing together some of the world’s greatest brands in our industry in order to serve our clients better and help them sell more, more profitably. The very first questions we engaged on were just these: Why this? Why now?
It wasn’t a very long conversation. Just as, so I’m told, it wasn’t a very long conversation between Rich and the editorial staff at McGraw-Hill when he presented the book concept to them originally. Maybe the shortest sales cycle of his career!
There has been an absolute shift in our profession—the profession ...
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