CLARE: We were in the boardroom. The publisher [Simon & Schuster] said, "Our plan is to raise the profile and increase the sales." And I said, "What are your concrete plans to achieve that?" They said, "Well, we're going to get the book more attention and sell more copies."
As opposed to a plan to sell fewer copies?
RUMELT: They were naming goals instead of actions. She gets that sensibility of distinguishing between the two.
CLARE: I asked them to come back in a week or two with a list of things they were going to do—advertising, print run, special promotions, third-tier stores like Costco they were targeting. For Target, I asked if we were on the planogram. They've looked on me as if I were an alien. "You're not supposed to know these words!"…But they did what I asked.
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