For about ten years, I've asked some of my clients to do something I think is very simple and very telling. They just about all of them light up when I mention it. They nod their heads. They might stick to it for a day or a week. But then it falls by the wayside.
- Fernando winds and delivers a 92-mph fastball up and in.
- Leonard leads off of first two steps.
- Heinrick, takes the pitch.
- Called strike, count 0 and 1.
When I worked for a brief time on a major aircraft manufacturer whose dereliction and dishonesty caused planes to crash, I wanted them to annotate everything--everything--they were doing to fix the situation. I didn't want them to run asinine ads that said, "We're making things better." I wanted them to show how they were making things better.
An ad, at least as I conceived it, might have read "Fixing the Max. 98 things we did yesterday, including 14 torture tests."