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| Foreword | |
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| Introduction: Leadership, Discipline, and Effective Communication | |
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| Leadership And Communication: Connecting With Audiences | |
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| Words Matter | |
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| The Power of Communication | |
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| Strategy = Ordered Thinking | |
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| The Nature of Effective Leadership Communication | |
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| Senator John McCain's Blunder | |
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| David Letterman Jumps In | |
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| The Audience Has Its Own Ideas | |
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| Losing Face | |
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| The Struggle to Win Hearts and Minds | |
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| Connecting with Audiences | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Taking Audiences Seriously | |
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| What Bill Gates Said/What the Audience Heard | |
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| Netflix Misfires�Twice | |
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| Second Stumble | |
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| Yet Another Stumble? | |
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| Restraining the Imperious Executive | |
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| Orienting on the Audience | |
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| Audience Engagement Checklist | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Words Aren't Enough | |
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| Walk the Talk | |
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| Hurricane Katrina, New Orleans, and the U.S. Government | |
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| Overnight, Sunday to Monday: Katrina Strikes | |
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| Monday: New Orleans Under Water | |
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| Tuesday: The Reality Sets In | |
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| Wednesday: The Situation Is Dire; Government Seems Not to Get It | |
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| Thursday: Things Fall Apart | |
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| Friday: The President Steps Up But Misfires | |
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| Weekend: Blame Game | |
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| Monday, September 5: Self-inflicted Harm | |
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| Wednesday: President Bush and Michael Brown as Laughingstocks | |
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| Friday: FEMA Director Brown Is Out | |
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| Aftermath | |
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| Trust, Consequences, and the Say-Do Gap | |
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| FEMA Resets Expectations | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Speed, Focus, and the First Mover Advantage | |
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| The Second Battle of Fallujah | |
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| The Marines Act on the Fallujah Shooting | |
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| Abu Ghraib and Loss of the First Mover Advantage | |
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| The First Mover Advantage and Celebrity Scandal | |
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| Operationalizing the First Mover Advantage | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Initiative, Maneuver, and Disproportionality | |
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| Race Trumps Healthcare | |
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| Initiative and Response | |
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| Adventures in Time | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Strategy And Communication: Planning And Execution | |
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| Goals, Strategies, and Tactics: Preparing and Planning | |
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| Planning Isn't Looking at a Calendar; It's Looking at a Chessboard | |
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| Hurd to the Rescue | |
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| Hurd on the Street | |
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| Measure Twice, Cut Once | |
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| Understanding Strategy: Thinking Clearly on Three Levels | |
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| The Strategic Level | |
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| The Operational Leve | |
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| The Tactical Level | |
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| Template for Planning: For Being Strategic in Leadership | |
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| Communication | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Building Skills: Getting Good At Communicating Well | |
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| Performance: The Physicality of Audience Engagement | |
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| Commitment to Self-Development | |
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| Connecting at a Distance | |
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| Engaging Audiences | |
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| Physicality: Let Me Hear Your Body Talk | |
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| Stand and Deliver | |
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| Connecting with Eye Contact | |
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| Stagecraft | |
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| Using Visuals Effectively | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Content: Word Choice, Framing, and Meaning | |
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| Metaphor and the Management of Meaning | |
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| Retraining | |
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| Meeting People Where They Are | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Audiences: Attention, Retention, and How Hearts and Minds Work | |
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| I Second That Emotion | |
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| I Feel Your Pain | |
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| We Happy Few | |
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| Baby, I Was Born This Way | |
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| Keep Calm and Carry On | |
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| The Amygdala and Audience Engagement | |
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| Adapting to the Amygdala: Five Strategies for Audience Engagement | |
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| The Primacy of the Visual: The Eyes Have It | |
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| Air Thin | |
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| Recap: Best Practices from This Chapter | |
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| Lessons for Leaders and Communicators | |
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| Putting It All Together: Becoming a Habitually Strategic Communicator | |
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| Communication is a Leadership Discipline | |
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| Nine Principles of Effective Leadership Communication | |
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| Closing Considerations | |
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| Appendix Warfighting Principles for Leadership Communication | |
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| Endnotes | |
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| Index | |