One thing the effective executive will not do at this point. He will not give in to the cry, “Let’s make another study.” This is the coward’s way—and all the coward achieves is to die a thousand deaths where the brave man dies but one. When confronted with the demand for “another study” the effective executive asks: “Is there any reason to believe that additional study will produce anything new? And is there reason to believe that the new is likely to be relevant?” And if the answer is “no”—as it usually is—the effective executive does not permit another study. He does not waste the time of
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