Please note: This is a companion version & not the original book.

Book Preview:

#1 The power of ideas will build the world of tomorrow. But ideas in the absence of eloquence will fall on deaf ears.

#2 Charlie Mars, an engineer at NASA, was profoundly inspired by the words of one man: John F. Kennedy. He reduced the number of NASA's aspirations to one, made it concrete, and connected employees' day-to-day work with concrete objectives.

#3 The four steps are: first, identify an ambitious goal and make it concrete; second, connect the goal to the work of employees; third, articulate the objective using words and images that appeal to the heart and imagination; and fourth, persuade people with facts and emotions.

#4 Charlie Mars, an engineer at NASA, reduced the number of NASA's aspirations to one, made it concrete, and connected employees' day-to-day work with concrete objectives.