Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

“I am
only comfortable when I am uncomfortable.”
When Dick Ferris,
former CEO of United Air Lines, was asked how he sleeps in tumul-
tuous times, he said, 
“Just like a baby—I wake up every two hours
and cry.”
Yet the leader must be more of an optimist than a pessimist. He
must see the cup as half full rather than half empty. He is mostly
tested when the times are tough. It is a rough sea that can make a
great captain. Clearly the leader lives with risks. Followers are lucky
because all they have to do is carry out the orders.
Leaders can be corrupted by success. If they are not careful,
egotism seeps in. As someone observed: