David Berkowitz

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The management of Yellowstone’s 1988 fires had several notable features. First was the sheer bad luck of the cigarette butt and horseshoe spark—we can call them benign triggers. Second was passive management response—the apparent indifference of park supervisors, in part traceable to the distressingly inaccurate predictions of fire experts.
The Content Trap: A Strategist's Guide to Digital Change
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