First, follow the bright spots. Think of the Vietnamese children who stayed well nourished against the odds, or the Genentech sales reps who racked up sales against the odds. As you analyze your situation, you’re sure to find some things that are working better than others. Don’t obsess about the failures. Instead, investigate and clone the successes. Next, give direction to the Rider—both a start and a finish. Send him a destination postcard (“You’ll be a third grader soon!”), and script his critical moves (“Buy 1% milk”). When you do these things, you’ll prepare the Rider to lead a switch.
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