Strategy 2

1. Seligman, Martin.Authentic Happiness. New York: Free Press, 2002, p. 263.

2. Two Websites that document the power of the primacy effect and the recency effect are:

   http://www.ciadvertising.org/SA/fall_02/adv382j/easander/primacy.htm.

   http://www.ciadvertising.org/SA/fall_02/adv382j/easander/recency.htm.

3. In this case, Brad used PowerPlugs: Quotations by CrystalGraphics. This program has more than 45,000 quotes. With one click of the mouse you can import the quotation directly into Microsoft Word or PowerPoint. You can download a sample of the program by going to http://www.crystalgraphics.com.

4. Kouzes, James, and Barry Posner. Credibility. San Francisco, Calif.: Jossey-Bass Publishers, 1993, p. 197.

5. Augustine, Norman R. "Reshaping an industry: Lockheed Martin's survival story." Harvard Business Review: 1997, May-June.

6. Paulson, Terry. They Shoot Managers Don't They? Berkeley, Calif.: Ten Speed Press, 1991.

7. This case study was adapted from Michael Useem's The Leadership Moment: Nine True Stories of Triumph and Disaster and Their Lessons For Us All. New York: Random House, 1998.

8. Ibid. p.11.

9. Kotter, John. Leading Change. Boston, Mass.: Harvard Business School Press, 1996, pp. 152–53.

10. Fisher, Roger, William Ury, and Bruce Patton. Getting to Yes: Negotiating Agreement Without Giving In. New York: Penguin Books, 1991, p. 148.

11. McRae, Brad. The Seven Strategies of Master Negotiators. Toronto, Ontario: McGraw-Hill, 2002, pp. 66–67.

12. Training Directors' Forum Newsletter, Vol. 11(7), July 1995, p. 1.