Do

•   Inform everybody—If you expect people to behave in a certain way, you need to let them know what is going on. As the New York Times said in May 1986, “Secrecy is a disease, and Chernobyl is its symptom.”³ Tell people what is expected.

³ Editorial page, “Mayday! and May Day,” The New York Times, May 1, 1986, Section A, p. 26, Column 1.

•   Create a sense of urgency—Most people will wait for that piece of research or the new campaign or the financial savior. There may be miracle workers in business, but getting people to start moving forward fast is a critical first step.

•   Define success—Let people know what the winning hand will be. Explain and aim for understanding so everyone knows it when they grasp the gold ring.