INTRODUCTIONHow to Transcend the Transactional
Advertisements are so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnifi cence of promises and by eloquence sometimes sublime and sometimes pathetic.
—SAMUEL JOHNSON, 1759
Have you ever started up your car and had the warning bell start going off , but it wasn’t obvious what was making it ring? You open and shut the doors, check to make sure everyone’s seat belts are on, slam the trunk a couple of times, and still it dings. Only after you give up and realize you’re driving against resis tance do you realize that your parking brake is on. Unclick it, and you’re off.
That’s what I see happening with entrepreneurs and executives in every ...
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