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In the moment, when you have power, no matter how momentarily, how will you choose to act?

Jerk comes from the idea of pulling hard on the reins, suddenly and without care. Horses don’t like it and neither, it turns out, do people.

More than just about anything else, what you do when you have the chance is what people say about you and remember about you. The community pays careful attention to the restraint (or lack of it) that you show when the opportunity arises.

Whether you’re a parent or a multinational, in the long run, the wheel is going to turn. It might be a minute, a day or a week, but your power is unlikely to last.

When we assume that everyone is a volunteer and that all power is transient, it’s easier to become the person we’re proud to be.

This is the essence of marketing–acting in the way you’d like to be seen and understood. Especially when you have the power to make choices.

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Long-term strategy: Don’t be a jerk