Nuno Umbelino

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claim to have experienced either the grandeur of saving the free world or the depth of personal experience of living in a POW camp, they all embraced the Stockdale Paradox. It didn’t matter how bleak the situation or how stultifying their mediocrity, they all maintained unwavering faith that they would not just survive, but prevail as a great company. And yet, at the same time, they became relentlessly disciplined at confronting the most brutal facts of their current reality.
Good to Great: Why Some Companies Make the Leap...And Others Don't
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