April Positive Quotes

Don't waste your time being envious of what you don't have or who you want to be. Instead, focus on what you do have and who you can become.

On April 11, 1945, my father’s infantry company was attacked by German forces, and in the early stages of battle, heavy artillery fire led to eight casualties. According to the citation: “With complete disregard for his own safety, Private Pausch leaped from a covered position and commenced treating the wounded men while shells continued to fall in the immediate vicinity. So successfully did this soldier administer medical attention that all the wounded were evacuated successfully.” In recognition of this, my dad, then twenty-two years old, was issued the Bronze Star for valor. In the fifty years my parents were married, in the thousands of conversations my dad had with me, it had just never come up. And so there I was, weeks after his death, getting another lesson from him about the meaning of sacrifice—and about the power of humility.

April 24: Marilyn again reports in sick, refusing to come in to meet the Shah of Iran, since she does not know his position on Israel.

Above all else... Stay Positive.

I think you should leave [the scar]. [...] It's not as bad as you think. It will look better once it is healed. And besides, you already have a classical beauty. This gives you a romantic beauty as well.

I had heard the Sergeant’s words and understood them thoroughly but they were no more significant than the clear sounds that infest the air at all times — the far cry of gulls, the disturbance a breeze will make in its blowing and water falling headlong down a hill. Down into the earth where dead men go I would go soon and maybe come out of it again in some healthy way, free and innocent of all human perplexity. I would perhaps be the chill of an April wind, an essential part of some indomitable river or be personally concerned in the ageless perfection of some rank mountain bearing down upon the mind by occupying forever a position in the blue easy distance. Or perhaps a smaller thing like movement in the grass on an unbearable breathless yellow day, some hidden creature going about its business — I might well be responsible for that or for some important part of it. Or even those unaccountable distinctions that make an evening recognisable from its own morning, the smells and sounds and sights of the perfected and matured essences of the day, these might not be innocent of my meddling and my abiding presence.

The failed deal crushed McClure, precipitating a nervous breakdown in April 1900 that propelled him to Europe to undergo the celebrated “rest-cure” devised by an American physician, S. Weir Mitchell. Prescribed for a range of nervous disorders, the rest cure required that patients remain isolated for weeks or even months at a time, forbidden to read or write, rigidly adhering to a milk-only diet. Underlying this regimen was the assumption that “raw milk is a food the body easily turns into good blood,” which would restore positive energy when pumped through the body.

(“We live in a world in which relatively few people—maybe 500 or 1,000—make the important decisions”—Philip B. Heymann of Harvard Law School, quoted by Anthony Lewis, New York Times, April 21, 1995.) Our lives depend on whether safety standards at a nuclear power plant are properly maintained; on how much pesticide is allowed to get into our food or how much pollution into our air; on how skillful (or incompetent) our doctor is; whether we lose or get a job may depend on decisions made by government economists or corporation executives; and so forth. Most individuals are not in a position to secure themselves against these threats to more [than] a very limited extent.

Early in April 1933, the German government passed a law declaring that Jews (defined as anyone with a Jewish grandparent) could not hold an official position, including at the Academy or at the universities. Among those forced to flee were fourteen Nobel laureates and twenty-six of the sixty professors of theoretical physics in the country. Fittingly, such refugees from fascism who left Germany or the other countries it came to dominate—Einstein, Edward Teller, Victor Weisskopf, Hans Bethe, Lise Meitner, Niels Bohr, Enrico Fermi, Otto Stern, Eugene Wigner, Leó Szilárd, and others—helped to assure that the Allies rather than the Nazis first developed the atom bomb. Planck

He took advantage of his ability to fill positions temporarily while waiting for Senate confirmations. Saying he liked the flexibility to move people in and out of office quickly, he relied on “acting” officials (who needed no confirmation) rather than nominating permanent appointees. In April and May 2020, Trump slashed oversight of his administration. He fired the inspectors general of the Departments of Defense, Health and Human Services, and Transportation—all of whom were “acting”—and of the State Department and the Intelligence Community.

Churchill complained to the King that with the Coordination Committee, War Cabinet, Commons debates and thirty or forty important naval messages coming in daily, ‘which have to be sifted and carefully gone through, before sending out new instructions to the Fleet off Norway’, he found it hard to get on with his Admiralty work.163 He could, however, still find time to see the King, and somehow, too, he was able to continue working at night on the manuscript of his History of the English-Speaking Peoples.* Even in the midst of the Norway Campaign, at eleven o’clock one evening in late April, Churchill was able to discuss with William Deakin and Freddie Birkenhead the Norman invasion of England in 1066. Deakin recalled that, despite naval signals being brought in by admirals as the battle progressed, talk ranged round the spreading shadows of the Norman invasion and the figure of Edward the Confessor who, as Churchill wrote, ‘comes down to us faint, misty, frail’. I can still see the map on the wall, with the dispositions of the British fleet off Norway, and hear the voice of the First Lord as he grasped with his usual insight the strategic position in 1066. But this was no lack of attention to current business. It was the measure of the man with the supreme historical eye. The distant episodes were as close and real as the mighty events on hand.164

What has been Extinction Rebellion’s magic? It boils down to values, processes, role modelling, positivity and fast learning. Most importantly for me, XR has been a loud advocate of the three core values I call for in this book. In the London protests of April 2019, you could hear the tannoys reminding supporters to respect everyone: the authorities; the government; the public; each other; the oil companies; EVERYONE. In surreal scenes on Waterloo Bridge, the police were caught visibly off balance by the tide chanting: ‘To the police, we love you. We’re doing this for your children’, as the police carried people away to their vans. Of course, as XR’s name suggests, they stand overtly for the preservation of all species. And they made a very strong call for truth. At its best, XR gave us a taste of a better world. They

Wealthy queers support initiatives that lock up and murder poor queers, trans* people, and sex workers. Women in positions of power continue to defend and sometimes initiate the vicious assault on abortion and reproductive rights, and then off-load reproductive labor onto the shoulders of care workers, who are predominantly women of color whose employment is often directly tied to their citizenship status. The politics of "leaning in" for a small layer of wealthy women has dovetailed with budget cuts and health care rollbacks that have left poor women at the mercy of misogynist, increasingly lethal anti-reproductive-rights legislation, and left poor, queer and trans* people without access to necessary medical resources like hormones or AIDS medication. Original pamphlet: Who is Oakland. April 2012. Quoted in: Dangerous Allies. Taking Sides.

Our search for a new chairperson had gone pretty much as expected. In September we were given permission to search. In October we were reminded that the position had not yet been funded. In December we were grudgingly permitted to come up with a short list and interview at the convention. In January we were denied permission to bring anyone to campus. In February we were reminded of the hiring freeze and that we had no guarantee that an exception would be made for us, even to hire a new chair. By March all but six of the remaining applicants had either accepted other positions or decided they were better off staying where they were than throwing in with people who were running a search as screwed up as this one. In April we were advised by the dean to narrow our list to three and rank the candidates. There was no need to narrow the list. By then only three remained out of the original two hundred.

The pro-European revolution in Ukraine, which broke out a quarter century after the end of the Cold War, took a page from the Cold War fascination with the European West shared by the dissidents of Poland, Czechoslovakia, and other countries of the region, in some cases turning that fascination into a new national religion. The Revolution of Dignity and the war brought about a geopolitical reorientation of Ukrainian society. The proportion of those with positive attitudes toward Russia decreased from 80 percent in January 2014 to under 50 percent in September of the same year. In November 2014, 64 percent of those polled supported Ukraine’s accession to the European Union (that figure had stood at 39 percent in November 2013). In April 2014, only a third of Ukrainians had wanted their country to join NATO; in November 2014, more than half supported that course. There can be little doubt that the experience of war not only united most Ukrainians but also turned the country’s sympathies westward.

I can hardly believe that our nation’s policy is to seek peace by going to war. It seems that President Donald J. Trump has done everything in his power to divert our attention away from the fact that the FBI is investigating his association with Russia during his campaign for office. For several weeks now he has been sabre rattling and taking an extremely controversial stance, first with Syria and Afghanistan and now with North Korea. The rhetoric has been the same, accusing others for our failed policy and threatening to take autonomous military action to attain peace in our time. This gunboat diplomacy is wrong. There is no doubt that Secretaries Kelly, Mattis, and other retired military personnel in the Trump Administration are personally tough. However, most people who have served in the military are not eager to send our young men and women to fight, if it is not necessary. Despite what may have been said to the contrary, our military leaders, active or retired, are most often the ones most respectful of international law. Although the military is the tip of the spear for our country, and the forces of civilization, it should not be the first tool to be used. Bloodshed should only be considered as a last resort and definitely never used as the first option. As the leader of the free world, we should stand our ground but be prepared to seek peace through restraint. This is not the time to exercise false pride! Unfortunately the Trump administration informed four top State Department management officials that their services were no longer needed as part of an effort to "clean house." Patrick Kennedy, served for nine years as the “Undersecretary for Management,” “Assistant Secretaries for Administration and Consular Affairs” Joyce Anne Barr and Michele Bond, as well as “Ambassador” Gentry Smith, director of the Office for Foreign Missions. Most of the United States Ambassadors to foreign countries have also been dismissed, including the ones to South Korea and Japan. This leaves the United States without the means of exercising diplomacy rapidly, when needed. These positions are political appointments, and require the President’s nomination and the Senate’s confirmation. This has not happened! Moreover, diplomatically our country is severely handicapped at a time when tensions are as hot as any time since the Cold War. Without following expert advice or consent and the necessary input from the Unites States Congress, the decisions are all being made by a man who claims to know more than the generals do, yet he has only the military experience of a cadet at “New York Military Academy.” A private school he attended as a high school student, from 1959 to 1964. At that time, he received educational and medical deferments from the Vietnam War draft. Trump said that the school provided him with “more training than a lot of the guys that go into the military.” His counterpart the unhinged Kim Jong-un has played with what he considers his country’s military toys, since April 11th of 2012. To think that these are the two world leaders, protecting the planet from a nuclear holocaust….

In 1969 the Khmer Rouge numbered only about 4,000. By 1975 their numbers were enough to defeat the government forces. Their victory was greatly helped by the American attack on Cambodia, which was carried out as an extension of the Vietnam War. In 1970 a military coup led by Lon Nol, possibly with American support, overthrew the government of Prince Sihanouk, and American and South Vietnamese troops entered Cambodia. One estimate is that 600,000 people, nearly 10 per cent of the Cambodian population, were killed in this extension of the war. Another estimate puts the deaths from the American bombing at 1000,000 peasants. From 1972 to 1973, the quantity of bombs dropped on Cambodia was well over three times that dropped on Japan in the Second World War. The decision to bomb was taken by Richard Nixon and Henry Kissinger and was originally justified on the grounds that North Vietnamese bases had been set up in Cambodia. The intention (according to a later defence by Kissinger’s aide, Peter W. Rodman) was to target only places with few Cambodians: ‘From the Joint Chiefs’ memorandum of April 9, 1969, the White House selected as targets only six base areas minimally populated by civilians. The target areas were given the codenames BREAKFAST, LUNCH, DINNER, SUPPER, SNACK, and DESSERT; the overall programme was given the name MENU.’ Rodman makes the point that SUPPER, for instance, had troop concentrations, anti-aircraft, artillery, rocket and mortar positions, together with other military targets. Even if relatively few Cambodians were killed by the unpleasantly names items on the MENU, each of them was a person leading a life in a country not at war with the United States. And, as the bombing continued, these relative restraints were loosened. To these political decisions, physical and psychological distance made their familiar contribution. Roger Morris, a member of Kissinger’s staff, later described the deadened human responses: Though they spoke of terrible human suffering reality was sealed off by their trite, lifeless vernacular: 'capabilities', 'objectives', 'our chips', 'giveaway'. It was a matter, too, of culture and style. They spoke with the cool, deliberate detachment of men who believe the banishment of feeling renders them wise and, more important, credible to other men… They neither understood the foreign policy they were dealing with, nor were deeply moved by the bloodshed and suffering they administered to their stereo-types. On the ground the stereotypes were replaced by people. In the villages hit by bombs and napalm, peasants were wounded or killed, often being burnt to death. Those who left alive took refuge in the forests. One Western ob-server commented, ‘it is difficult to imagine the intensity of their hatred to-wards those who are destroying their villages and property’. A raid killed twenty people in the village of Chalong. Afterwards seventy people from Chalong joined the Khmer Rouge. Prince Sihanouk said that Richard Nixon and Henry Kissinger created the Khmer Rouge by expanding the war into Cambodia.

STUFFIN’ MUFFINS Preheat oven to 350 degrees F., rack in the middle position. 4 ounces salted butter (1 stick, 8 Tablespoons, ¼ pound) ½ cup finely chopped onion (you can buy this chopped or chop it yourself) ½ cup finely chopped celery ½ cup chopped apple (core, but do not peel before chopping) 1 teaspoon powdered sage 1 teaspoon powdered thyme 1 teaspoon ground oregano 8 cups herb stuffing (the kind in cubes that you buy in the grocery store—you can also use plain bread cubes and add a quarter-teaspoon more of ground sage, thyme, and oregano) 3 eggs, beaten (just whip them up in a glass with a fork) 1 teaspoon salt ½ teaspoon black pepper (freshly ground is best) 2 ounces (½ stick, 4 Tablespoons, pound) melted butter ¼ to ½ cup chicken broth (I used Swanson’s) Hannah’s 1st Note: I used a Fuji apple this time. I’ve also used Granny Smith apples, or Gala apples. Before you start, find a 12-cup muffin pan. Spray the inside of the cups with Pam or another nonstick cooking spray OR line them with cupcake papers. Get out a 10-inch or larger frying pan. Cut the stick of butter in 4 to 8 pieces and drop them inside. Put the pan over MEDIUM heat on the stovetop to melt the butter. Once the butter has melted, add the chopped onions. Give them a stir. Add the chopped celery. Stir it in. Add the chopped apple and stir that in. Sprinkle in the ground sage, thyme, and oregano. Sauté this mixture for 5 minutes. Then pull the frying pan off the heat and onto a cold burner. In a large mixing bowl, combine the 8 cups of herb stuffing. (If the boxed stuffing you bought has a separate herb packet, just sprinkle it over the top of the mixture in your frying pan. That way you’ll be sure to put it in!) Pour the beaten eggs over the top of the herb stuffing and mix them in. Sprinkle on the salt and the pepper. Mix them in. Pour the melted butter over the top and mix it in. Add the mixture from your frying pan on top of that. Stir it all up together. Measure out ¼ cup of chicken broth. Wash your hands. (Mixing the stuffing is going to be a lot easier if you use your impeccably clean hands to mix it.) Pour the ¼ cup of chicken broth over the top of your bowl. Mix everything with your hands. Feel the resulting mixture. It should be softened, but not wet. If you think it’s so dry that your muffins might fall apart after you bake them, mix in another ¼ cup of chicken broth. Once your Stuffin’ Muffin mixture is thoroughly combined, move the bowl close to the muffin pan you’ve prepared, and go wash your hands again. Use an ice cream scoop to fill your muffin cups. If you don’t have an ice cream scoop, use a large spoon. Mound the tops of the muffins by hand. (Your hands are still impeccably clean, aren’t they?) Bake the Stuffin’ Muffins at 350 degrees F. for 25 minutes. Yield: One dozen standard-sized muffins that can be served hot, warm, or at room temperature. Hannah’s 2nd Note: These muffins are a great accompaniment to pork, ham, chicken, turkey, duck, beef, or . . . well . . . practically anything! If there are any left over, you can reheat them in the microwave to serve the next day. Hannah’s 3rd Note: I’m beginning to think that Andrea can actually make Stuffin’ Muffins. It’s only April now, so she’s got seven months to practice.

As the scandal spread and gained momentum, Cardinal Law found himself on the cover of Newsweek, and the Church in crisis became grist for the echo chamber of talk radio and all-news cable stations. The image of TV reporters doing live shots from outside klieg-lit churches and rectories became a staple of the eleven o’clock news. Confidentiality deals, designed to contain the Church’s scandal and maintain privacy for embarrassed victims, began to evaporate as those who had been attacked learned that the priests who had assaulted them had been put in positions where they could attack others too. There were stories about clergy sex abuse in virtually every state in the Union. The scandal reached Ireland, Mexico, Austria, France, Chile, Australia, and Poland, the homeland of the Pope. A poll done for the Washington Post, ABC News, and Beliefnet.com showed that a growing majority of Catholics were critical of the way their Church was handling the crisis. Seven in ten called it a major problem that demanded immediate attention. Hidden for so long, the financial price of the Church’s negligence was astonishing. At least two dioceses said they had been pushed to the brink of bankruptcy after being abandoned by their insurance companies. In the past twenty years, according to some estimates, the cost to pay legal settlements to those victimized by the clergy was as much as $1.3 billion. Now the meter was running faster. Hundreds of people with fresh charges of abuse began to contact lawyers. By April 2002, Cardinal Law was under siege and in seclusion in his mansion in Boston, where he was heckled by protesters, satirized by cartoonists, lampooned by late-night comics, and marginalized by a wide majority of his congregation that simply wanted him out. In mid-April, Law secretly flew to Rome, where he discussed resigning with the Pope.

With the increasing recognition of Jews as the parasitic germs of these diseases, state after state was forced in the last years to take a position on this fateful question for nations. Imbued with the instinct of self-preservation, they had to take those measures which were suited to protect for good their own people against this international poison. Even if Bolshevik Russia is the concrete product of this Jewish infection, one should not forget that democratic capitalism creates the conditions for it. In this way, the Jews prepare what the same Jews execute in the second stage of this process. In the first stage, they deprive the majority of men of their rights and reduce them to helpless slaves. Or, as they themselves put it, they make them expropriated proletarians in order to spur them on, as a fanaticized mob, to destroy the foundations of their state. Later, this is followed by the extermination of their own national intelligentsia, and finally by the elimination of all cultural foundations that, as a thousand-year-old heritage, could provide these people with their inner worth or serve as a warning to the future. What remains after that is the beast in man and a Jewish class that, as parasites in leadership positions, will in the end destroy the fertile soil on which it thrives. On this process-which according to Mommsen results in the Jewish engineered decomposition of people and states-the young, awakening Europe has now declared war. Proud and honorable people in other parts of the world have allied themselves to it. They will be joined by hundreds of millions of oppressed men who, irrespective of how their present leaders may view this, will one day break their chains. The end of these liars will come, liars who claim to protect the world against a threatening domination but who actually only seek to save their own world-rule. We are now in the midst of this mighty, truly historic awakening of the people, partly as leading, acting, or performing men. On the one side stand the men of the democracies that form the heart of Jewish capitalism, with their whole dead weight of dusty theories of state, their parliamentary corruption, their outdated social order, their Jewish brain trusts, their Jewish newspapers, stock exchanges, and banks-a combination, a mix of political and economic racketeers of the worst sort; on their side, there is the Bolshevik state, that is, that number of brutish men over whom the Jew, as in the Soviet Union, wields his bloody whip. And on the other side stand those nations who fight for their freedom and independence, for the securing of their people’s daily bread. Adolf Hitler – speech to the Reichstag April 26, 1942

How Google Works (Schmidt, Eric) - Your Highlight on Location 3124-3150 | Added on Sunday, April 5, 2015 10:35:40 AM In late 1999, John Doerr gave a presentation at Google that changed the company, because it created a simple tool that let the founders institutionalize their “think big” ethos. John sat on our board, and his firm, Kleiner Perkins, had recently invested in the company. The topic was a form of management by objectives called OKRs (to which we referred in the previous chapter), which John had learned from former Intel CEO Andy Grove.173 There are several characteristics that set OKRs apart from their typical underpromise-and-overdeliver corporate-objective brethren. First, a good OKR marries the big-picture objective with a highly measurable key result. It’s easy to set some amorphous strategic goal (make usability better … improve team morale … get in better shape) as an objective and then, at quarter end, declare victory. But when the strategic goal is measured against a concrete goal (increase usage of features by X percent … raise employee satisfaction scores by Y percent … run a half marathon in under two hours), then things get interesting. For example, one of our platform team’s recent OKRs was to have “new WW systems serving significant traffic for XX large services with latency < YY microseconds @ ZZ% on Jupiter.”174 (Jupiter is a code name, not the location of Google’s newest data center.) There is no ambiguity with this OKR; it is very easy to measure whether or not it is accomplished. Other OKRs will call for rolling out a product across a specific number of countries, or set objectives for usage (e.g., one of the Google+ team’s recent OKRs was about the daily number of messages users would post in hangouts) or performance (e.g., median watch latency on YouTube videos). Second—and here is where thinking big comes in—a good OKR should be a stretch to achieve, and hitting 100 percent on all OKRs should be practically unattainable. If your OKRs are all green, you aren’t setting them high enough. The best OKRs are aggressive, but realistic. Under this strange arithmetic, a score of 70 percent on a well-constructed OKR is often better than 100 percent on a lesser one. Third, most everyone does them. Remember, you need everyone thinking in your venture, regardless of their position. Fourth, they are scored, but this scoring isn’t used for anything and isn’t even tracked. This lets people judge their performance honestly. Fifth, OKRs are not comprehensive; they are reserved for areas that need special focus and objectives that won’t be reached without some extra oomph. Business-as-usual stuff doesn’t need OKRs. As your venture grows, the most important OKRs shift from individuals to teams. In a small company, an individual can achieve incredible things on her own, but as the company grows it becomes harder to accomplish stretch goals without teammates. This doesn’t mean that individuals should stop doing OKRs, but rather that team OKRs become the more important means to maintain focus on the big tasks. And there’s one final benefit of an OKR-driven culture: It helps keep people from chasing competitors. Competitors are everywhere in the Internet Century, and chasing them (as we noted earlier) is the fastest path to mediocrity. If employees are focused on a well-conceived set of OKRs, then this isn’t a problem. They know where they need to go and don’t have time to worry about the competition. ==========

ISIS was forced out of all its occupied territory in Syria and Iraq, though thousands of ISIS fighters are still present in both countries. Last April, Assad again used sarin gas, this time in Idlib Province, and Russia again used its veto to protect its client from condemnation and sanction by the U.N. Security Council. President Trump ordered cruise missile strikes on the Syrian airfield where the planes that delivered the sarin were based. It was a minimal attack, but better than nothing. A week before, I had condemned statements by Secretary of State Rex Tillerson and U.N. Ambassador Nikki Haley, who had explicitly declined to maintain what had been the official U.S. position that a settlement of the Syrian civil war had to include Assad’s removal from power. “Once again, U.S. policy in Syria is being presented piecemeal in press statements,” I complained, “without any definition of success, let alone a realistic plan to achieve it.” As this book goes to the publisher, there are reports of a clash between U.S. forces in eastern Syria and Russian “volunteers,” in which hundreds of Russians were said to have been killed. If true, it’s a dangerous turn of events, but one caused entirely by Putin’s reckless conduct in the world, allowed if not encouraged by the repeated failures of the U.S. and the West to act with resolve to prevent his assaults against our interests and values. In President Obama’s last year in office, at his invitation, he and I spent a half hour or so alone, discussing very frankly what I considered his policy failures, and he believed had been sound and necessary decisions. Much of that conversation concerned Syria. No minds were changed in the encounter, but I appreciated his candor as I hoped he appreciated mine, and I respected the sincerity of his convictions. Yet I still believe his approach to world leadership, however thoughtful and well intentioned, was negligent, and encouraged our allies to find ways to live without us, and our adversaries to try to fill the vacuums our negligence created. And those trends continue in reaction to the thoughtless America First ideology of his successor. There are senior officials in government who are trying to mitigate those effects. But I worry that we are at a turning point, a hinge of history, and the decisions made in the last ten years and the decisions made tomorrow might be closing the door on the era of the American-led world order. I hope not, and it certainly isn’t too late to reverse that direction. But my time in that fight has concluded. I have nothing but hope left to invest in the work of others to make the future better than the past. As of today, as the Syrian war continues, more than 400,000 people have been killed, many of them civilians. More than five million have fled the country and more than six million have been displaced internally. A hundred years from now, Syria will likely be remembered as one of the worst humanitarian catastrophes of the twenty-first century, and an example of human savagery at its most extreme. But it will be remembered, too, for the invincibility of human decency and the longing for freedom and justice evident in the courage and selflessness of the White Helmets and the soldiers fighting for their country’s freedom from tyranny and terrorists. In that noblest of human conditions is the eternal promise of the Arab Spring, which was engulfed in flames and drowned in blood, but will, like all springs, come again.

Sit, walk or run, but don’t wobble.” Zen proverb

great positioning is more than just articulating your assumptions around your target market and value proposition

Customers need to be able to easily understand what your product is, why it’s special and why it matters to them.

When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care.

Context allows us to make thousands of little decisions about what we should pay attention to and what we can simply ignore. Without context to guide us, we would be overwhelmed, maybe even paralyzed by choice.

Understanding something new is challenging because we don’t yet have a frame of reference.

in April 2014, President Obama publicly confirmed that although the United States took no position on the merits of China’s and Japan’s rival claims to the islands, the United States would defend Japan’s long-standing control of them if it came under attack, under the Treaty of Mutual Cooperation and Security between the United States and Japan, which was first signed in 1952. Privately, the two countries had been making contingency plans for just such a situation since 2012.

Womanly, a shadow combed Her dark tremendous hair beyond the violet border Of my sleep. Strong passionate hands I had, but could not find The red position of her heart, not the subtle order Of her lips and breasts, nor the breathing cities of her mind. —Stanley Kunitz, from “Poem,” The Collected Poems (W. W. Norton & Company; Reprint edition April 17, 2002) Originally published 2000.

Like his father, Andrew became actively involved in the civic affairs of his community. At the time, farm bureaus were forming throughout the country—cooperative organizations devoted to promoting the practical and economic interests of local farmers.10 When a national farm bureau was founded in 1919, Kehoe “volunteered to head [its] drive for membership.” Two years later, in April 1921, he was elected to the board of directors of its Bath Township unit. He did not retain that position for long. Just seven months later, he abruptly quit the organization.11 From that point on, he directed his energies toward an issue that had come to dominate the politics of his adopted hometown, one that would eventually obsess him to the point of madness.

By 1920, he was living back home with his parents while pursuing a degree at Michigan State Agricultural College.5 Specializing in chicken breeding, he proved to be so proficient that, immediately after his graduation, he received a summer school appointment as “instructor in poultry husbandry for federal students”—young veterans attending college with governmental aid.6 In addition to his academic work, the religiously committed Huyck was active in the Student Volunteer Movement, a campaign begun in 1886 to enlist college students for missionary work abroad with the ultimate goal of bringing about (as its watchword put it) “the evangelization of the world in this generation.”7 In April 1922, just prior to his graduation from Michigan State Agricultural College and three months shy of his twenty-eighth birthday, Emory accepted the position of superintendent of the Bath Consolidated School at an annual salary of $2,300. Eight months later, two days after Christmas, Emory married Ethel Newcomb of Pierson, Michigan, six years his senior; she would also join the faculty at the newly built school, teaching “vocal music” and second grade.8

Good positioning sets off a set of assumptions about my product that are true. Bad positioning sets off a set of assumptions about my product that aren't true - leaving your sales and marketing teams to do the work of undoing the damage your positioning has already done. - April Dunford

How do you beat Bobby Fischer? You play him at any game but chess.

For those of us who make and sell products, the frame of reference that potential customers build around our offerings is critical to staying in business

Now, suppose that in your process of experimentation, you end up creating a cake that is actually quite small. It’s so small you could sell it as a self-contained, single-serving cake, so you put a little wrapper around it. You realize that you’ve actually made supreme chocolate muffins instead of better chocolate cake. At first it might not seem like this is much of a change. The product hasn’t changed much — it’s the same batter— but almost everything else about your business has. Why? Because we changed the mental frame of reference around the product from “cake” to “muffin.” That change in context changes everything about the business: Target buyers and where you sell. Unlike cakes, muffins are sold at coffee shops and diners. Competitive alternatives. You are now competing with donuts, Danishes and bagels. Pricing and margin. Muffins sell for a buck or two, and you will be looking to sell a lot of them. Key product features and roadmap. You are now fighting for the hearts and minds of a noble class of people who eat chocolate for breakfast. They’re likely not worried about gluten or the origin of the salt in your caramel. They might like your muffin larger or with more caramel or maybe they want it deep-fried like a hash brown (you might be laughing, but deep down I think you want to try one of those).

There is only one thing stronger than all the armies of the world: and that is an idea whose time has come.” Victor Hugo

The future isn’t a place we are going to go, it’s a place we get to create.” Nancy Duarte

If you change the way you look at things, the things you look at change.” WAYNE DYER

The next stage of the story is what I call “the perfect world.” It’s where you describe what the features of a perfect solution would be, knowing what you know about the problem and the limitations of current solutions. In our examples it would be something like, “In a perfect world, customers could complete the entire claims process seamlessly with their mobile device,” or “In a perfect world, small businesses could get the money they need quickly based on business they have already closed.

features that you can connect directly to a goal the customer would like to accomplish right now. Retention attributes are features that aren’t as important when a customer is making an initial purchase decision, but are very important when it comes time to renew. These include how easy it is to do business with a company and the quality of customer support.

30 April, Lieutenant Max-Martin Teichert maneuvered his U-456 into firing position and released a salvo against the British cruiser Edinburgh, which was hit by two torpedoes. Her cargo included four and a half tons of gold, payment for the British aid to the Soviet Union.

Early in his administration, President Kennedy asked his cabinet officials and members of the National Security Council to read Barbara Tuchman’s book The Guns of August. He said it graphically portrayed how Europe’s leaders had bungled into the debacle of World War I. And he emphasized: “I don’t ever want to be in that position.” Kennedy told us after we had done our reading, “We are not going to bungle into war.” Throughout his presidency, Kennedy seemed to keep that lesson in mind. During the Bay of Pigs crisis in April 1961, against intense pressure from the CIA and the military chiefs, he kept to his conviction—as he had made explicitly clear to the Cuban exiles beforehand—that under no conditions would the United States intervene with military force to support the invasion. He held to this position even when it became evident that without that support the invasion would fail, as it did.

Addressing Hester and the rest of the RBS board at the bank’s annual general meeting on 19 April 2011, shareholder and former SME customer Nigel Henderson said, ‘The jackboot culture is alive and kicking – literally as well as metaphorically – within your bank, despite your pious statements.’ Henderson alleges the bank misappropriated the Portree Hotel, on the Isle of Skye, and the £800,000 from the sale of the Park Hotel, in Montrose, from him. Henderson, having built a business worth £2 million making profits of £400,000, became an RBS customer in July 1997. He says, ‘Before signing two personal loan agreements for £400,000, I made it clear to the bank that we intended to redeem the proposed loans early. The bank assured us that this would be fine, that the maximum penalty would be three months’ interest, and that the loan documents would be drawn up accordingly. In November 1998 we deposited more than £800,000 with RBS, intimating we wished to exercise early redemption, as agreed. But they demanded £240,000, seized our cash and refused to allow us to exit the loans. They had embarked on a conscious process of deceit to engineer our total financial destruction.’ In early 2014, RBS headed off a Police Scotland inquiry into the matter by refusing to provide detectives with requested paperwork, and on 30 April 2014, an executive assistant of Sir Philip Hampton wrote to Henderson saying, ‘The bank’s position remains that it does not accept the allegations you continue to assert.

In April 2018, eighth graders at Great Hearts Monte Vista North charter school in San Antonio were asked to complete a worksheet titled “The Life of Slaves: A Balanced View,” which had two columns in which the students were meant to write the “positive” elements of slavery in one and the “negative” elements in the other. A textbook that had been used at the school included a description of how slavery included “kind and generous owners” and enslaved people who “may not have even been terribly unhappy.” The Texas State Board of Education has since revised the standards so that, across the state, slavery is understood to have played a “central role” in causing the Civil War.

In 1767 he crossed to France, where he was received with honor; but before his return home in 1775 he lost his position as postmaster through his share in divulging to Massachusetts the famous letter of Hutchinson and Oliver. On his arrival in Philadelphia he was chosen a member of the Continental Congress and in 1777 he was despatched to France as commissioner for the United States. Here he remained till 1785, the favorite of French society; and with such success did he conduct the affairs of his country that when he finally returned he received a place only second to that of Washington as the champion of American independence. He died on April 17, 1790.

Be the type of energy that, no matter where you go you add value to the lives and spaces around you.

The imperial Russian government's ineffectiveness in World War I had forced the tsar to abdicate in 1917. Following the February Revolution in that year the Provisional Government replaced the tsarist regime, but as a result of the October Revolution the Bolsheviks seized power, executing the tsar and his family, and the Russian Empire collapsed. The Ukrainian Central Rada, or governing council, proclaimed Ukraine an autonomous republic, but meanwhile the German and Austro-Hungarian armies, still at war with Russia, drove out the Russian army and occupied Ukraine. The Germans supported a coup led by Pavel Petrovich Skoropadsky (1873-1945), who in April 1918 declared himself the Hetman of All Ukraine, a position he held until the following December, when, following the end of the war and the withdrawal of the German army, he was deposed and fled. It is here, in December 1918, that the novel White Guard begins, in a Ukraine damaged by World War I and engulfed in the Russian Civil War, with all of its confusion, violence, and chaos. As the novel unfolds, the Germans have mostly withdrawn and the hetman, essentially a German puppet, is under siege by Ukrainian nationalist and socialist forces led by Semyon Vasilievich Petlyura (1879-1926), who fought unsuccessfully for Ukraine's independence following the Revolution of 1917. Petlyura's nationalism made him an enemy of the Bolsheviks, and his socialist ideas made him an enemy of the Whites, who were opposed to the Communists. The Russian forces (both political and military) who became known as the Whites fought against the Red Army in the Civil War from 1918 to 1921. Their military arm was known as the White Army, or White Guard. Ideologically quite diverse, the Whites were not so much a single army as a confederation of counterrevolutionary forces loosely united by their anti-bolshevism, and to a lesser extent by the idea of preserving and restoring the Russian monarchy and Russian Empire, as well as by their anti-liberalism and anti-Semitism. After the events described in the novel, the Soviet army recaptured Ukraine, driving Petlyura out, and held Kiev in 1919 from February 6 until August 31. From August 31 until about December 16, forces under Anton Ivanovich Denikin (1872-1947), a general in the imperial Russian army before the Revolution and one of the leaders of the Whites in the Civil War, were in charge. Then, from December 16 the Soviet government was back in the city until May 6, 1920, when it was occupied by the Poles, who on June 11 were forced out by the Red Army. Three centers of power, revealing the basic vectors of all the coups, had taken shape in Kiev: the military district headquarters (which included counterrevolutionaries, monarchists, and White Guards), the Soviet of Workers' and Soldiers' Deputies (Bolsheviks and other Communists), and the Ukrainian Central Rada (national-ist, independence-oriented, and Petlyurist).

ENCOURAGEMENT STATEMENTS You worked hard. You deserve it. You must be so proud of yourself. How do you feel about it? I trust your judgment. I have faith in you to learn from mistakes. You figured it out for yourself. I care about you no matter what.

People in authority may call you to a position of leadership. You may be given great powers to discipline and to reward those you are to lead. But your power to lead them will at last be granted by their choice to follow you, without compulsion. —Talk, April 23, 19984

Dangerous enough to enter an unknown community when you were armed and strong; folly to do so from a position of weakness.

APRIL 20, 2017 Day 110 of 365...God did not bring you far to fail you now, it has full of succession both good vibes and bad times. But still have a way

After January 1, 1959, the Castro Revolution changed the way business was done in Cuba. Abruptly, supplies for Cubana were no longer available, most routes were altered or suspended, and many of the pilots deserted their jobs or were exiled. In May of 1960, the new Castro administration merged all of the existing Cuban airlines and nationalized them under a drastically restructured Cubana management. At the time, many of Cubana’s experienced personnel took advantage of their foreign connections, and left for employment with other airlines. During the Bay of Pigs Invasion in April of 1961, two of the remaining Cubana DC-3’s were destroyed in the selective bombing of Cuba’s airports. Actually the only civil aviation airport that was proven to be bombed was the Antonio Maceo Airport in Santiago de Cuba. During the following years, the number of hijackings increased and some aircraft were abandoned at American airports, as the flight crews sought asylum in the United States. This corporate instability, as well as political unrest, resulted in a drastic reduction of passengers willing to fly with Cubana. Of course, this resulted in a severe reduction in revenue, making the airline less competitive. The Castro régime reacted by blaming the CIA for many of Cubana’s problems. However, slowly, except to the United States, most of the scheduled flights were restored. Not being able to replace their aging fleet with American manufactured aircraft, they turned to the Soviet Union. Currently Cubana’s fleet includes Ukrainian designed and built Antonov An-148’s and An-158’s. The Cubana fleet also has Soviet designed and built Illyushin II-96’s and Tupolev TU-204’s built in Kazan, Russia. Despite daunting difficulties, primarily due to the United States’ imposed embargo and the lack of sufficient assistance from Canada, efforts to expand and improve operations during the 1990’s proved successful. “AeroCaribbean” originally named “Empresa Aero” was established in 1982 to serve as Cuba’s domestic airline. It also supported Cubana’s operations and undertook its maintenance. Today Cubana’s scheduled service includes many Caribbean, European, South and Central American destinations. In North America, the airline flies to Mexico and Canada. With Cuban tourism increasing, Cubana has positioned itself to be relatively competitive. However much depends on Cuba’s future relations with the United States. The embargo imposed in February of 1962 continues and is the longest on record. However, Cubana has continued to expand, helping to make Cuba one of the most important tourist destinations in Latin America. A little known fact is that although Cubana, as expected, is wholly owned by the Cuban government, the other Cuban airlines are technically not. Instead, they are held, operated and maintained by the Cuban military, having been created by Raúl Castro during his tenure as the Minister of the Revolutionary Armed Forces.

when the Americans liberated Ohrdruf, one of Buchenwald’s sub-camps. Ohrdruf is particularly important because General Dwight Eisenhower, the Supreme Commander of Allied Forces in Europe, visited it on 12 April, just a week after it had been discovered. He brought with him Generals Omar Bradley and George Patton, and insisted on seeing ‘every nook and cranny’ of the camp, ‘because I felt it my duty to be in a position from then on to testify at first hand about these things in case there ever grew up at home the belief or assumption that the stories of Nazi brutality were just propaganda’.23 Here they observed torture devices, a butcher’s block used to smash the gold fillings from the mouths of the dead, a room piled to the ceiling with corpses, and the remains of hundreds of bodies that had been burned in a huge pit, as if on ‘some gigantic cannibalistic barbecue’.24 Patton, a man well used to the horrors of the battlefield, took one look at the ‘arms and legs and portions of bodies sticking out of the green water’ in the pit, and was obliged to retire behind a shed to throw up.25

But this sense of duty and virtue involved a complicated calculation about your positive effect on the White House versus its negative effect on you. In April, an email originally copied to more than a dozen people went into far wider circulation when it was forwarded and reforwarded. Purporting to represent the views of Gary Cohn and quite succinctly summarizing the appalled sense in much of the White House, the email read: It’s worse than you can imagine. An idiot surrounded by clowns. Trump won’t read anything—not one-page memos, not the brief policy papers; nothing. He gets up halfway through meetings with world leaders because he is bored. And his staff is no better. Kushner is an entitled baby who knows nothing. Bannon is an arrogant prick who thinks he’s smarter than he is. Trump is less a person than a collection of terrible traits. No one will survive the first year but his family. I hate the work, but feel I need to stay because I’m the only person there with a clue what he’s doing. The reason so few jobs have been filled is that they only accept people who pass ridiculous purity tests, even for midlevel policy-making jobs where the people will never see the light of day. I am in a constant state of shock and horror.

On April 1, armed SA men took up positions in front of Jewish businesses and tried to prevent customers from spending money in them. Some troops painted anti-Semitic slogans and Stars of David on display windows; others were content to hold up signs calling for a boycott and to curse at Jewish businessmen. Some areas also saw looting and acts of violence. All in all, this display of activism made a very negative impression on most people, and the thuggish SA men with their uneducated bellowing were left even less popular among the general population than they had been before. Although very few Germans openly declared their solidarity with their Jewish fellow citizens, the boycott did not, as it was intended to do, set German gentiles against German Jews. On the contrary, ordinary people felt sorry for them, and if reports by the Nazis, who were disappointed by the boycott, are to be believed, the amount of commerce done afterward by Jewish-owned business did not decline at all.

Taxes occupy a strange position in the emotional landscape, oscillating between moments of great passion (April 15 and election days) and near-lethal boredom (every other day), and this is what makes fiddling with taxes so enticing: Politicians can always whip the electorate into a lather, winning a mandate for change, but rely on dullness and complexity to obscure the true consequences of tax adjustments. All that matters is making sure that a plurality of voters understand that they will be beneficiaries of favorable treatment (even if not the primary beneficiaries), without focusing overmuch on what the consequences will be and what others will bear them. That plurality of voters has, for many decades, been the Boomers. To

Reggie hired James Lee, an up-and-coming partner at Lee Tran & Liang, as his lawyer in the case. Lee had begun his career as an LAPD detective; when he started studying at Stanford Law School, the Palo Alto campus was so quiet it gave him insomnia. Evan and Bobby still retained Cooley LLP, who responded to Reggie’s letter in May 2012, as their lawyers for Snapchat. The ensuing discovery and depositions cost Snapchat significant time and money, but perhaps most importantly it weighed heavily on Evan at a pivotal point for the company. On April 5, Evan, Bobby, and their attorneys from Cooley, along with Reggie and his attorneys from Lee Tran & Liang, filed into a conference room in Cooley’s offices in downtown Santa Monica. Outside, tourists strolled up and down Santa Monica Boulevard, stopping in the trendy neighborhood’s upscale shops, restaurants, and bars; they might walk down the palm-tree-lined street to the beach or the famous pier. Inside the conference room the temperature was more frigid. Cooley’s Mike Rhodes began deposing Reggie, attempting to establish that Reggie had accomplished little since graduation: “What is your current employment, if any?” “Well, currently I’m working in the South Carolina attorney general’s office.” “And how long have you worked there?” “I guess about a month at this point.” “And what is your position?” “It’s basically an intern/ clerk position.” “Is that a nonpaying position?” “Yes, it is.” “And again, what was your approximate start date?” “A few weeks ago. Probably about a month.” “So early March?” “Yes.” “And what were you doing, if anything, for employment prior to that date?” “Well, I was applying to law school.” “Were you working?” “No.” Reggie became distracted midway through answering a question about which lawyers he had spoken with. A naked man had chosen the sidewalk across from the Cooley office as his performance stage for the day and was gesturing at Reggie through the window. The lawyers hastily closed the blinds and continued the deposition much less eventfully.

Criticism involves taking a position, Mr. Day. How long has it been since you took a considered position on anything important?

April 4 Too many things get swept under the carpet called the Sovereignty of God. IN A FALSE understanding of sovereignty, God gets blamed for whatever happens in life. People often assume everything that happens must be His will because He is God. This perspective does not consider the exchange that took place in Eden, nor does it bring to mind Jesus’ own words to the devil during His temptation. There is an enemy with an agenda of his own. He is not all-powerful, but he is certainly cunning. He is ever looking for an inroad of agreement. He talks and talks until we actually buy in to his deception. Much of what we mistakenly brand as the sovereignty of God is actually the world operating under demonic influence. From disease to disaster, we must reconsider how we approach everything that steals, kills, and destroys. The problem is when we identify these things as God’s sovereign will. That simply isn’t true. God is “not willing that any should perish but that all should come to repentance” (2 Peter 3:9). Is anyone perishing? Yes. Is it God’s will? No. Because of that, I tend to emphasize the role that we play in the outcome of things. From the outset, God formed man to collaborate with. This tells me that we play a vital role in the unfolding of Heaven’s agenda on earth. God is not powerless, waiting for man to dictate His next move. This is the other side of imbalance. By sovereign decision, God Almighty has set up a system where man, indwelt by His Presence, has been restored to a position of authority on the earth. It is time for us to step into this identity even more to bring about God’s restorative solutions into a world marred by the consequences of sin. DAILY SCRIPTURE READING 2 PETER 3:8-9 PRAYER Lord, teach me what things I can actually change for the better by praying or declaring or by taking action. As I step out to play a part in bringing Heaven to earth, thank You for encouraging me through testimonies and answered prayers. These continue to strengthen my faith and cause me to keep taking risks.

April 21 MORNING “I know that my Redeemer liveth.” — Job 19:25 THE marrow of Job’s comfort lies in that little word “My” — “My Redeemer,” and in the fact that the Redeemer lives. Oh! to get hold of a living Christ. We must get a property in Him before we can enjoy Him. What is gold in the mine to me? Men are beggars in Peru, and beg their bread in California. It is gold in my purse which will satisfy my necessities, by purchasing the bread I need. So a Redeemer who does not redeem me, an avenger who will never stand up for my blood, of what avail were such? Rest not content until by faith you can say “Yes, I cast myself upon my living Lord; and He is mine.” It may be you hold Him with a feeble hand; you half think it presumption to say, “He lives as my Redeemer;” yet, remember if you have but faith as a grain of mustard seed, that little faith entitles you to say it. But there is also another word here, expressive of Job’s strong confidence, “I know.” To say, “I hope so, I trust so” is comfortable; and there are thousands in the fold of Jesus who hardly ever get much further. But to reach the essence of consolation you must say, “I know.” Ifs, buts, and perhapses, are sure murderers of peace and comfort. Doubts are dreary things in times of sorrow. Like wasps they sting the soul! If I have any suspicion that Christ is not mine, then there is vinegar mingled with the gall of death; but if I know that Jesus lives for me, then darkness is not dark: even the night is light about me. Surely if Job, in those ages before the coming and advent of Christ, could say, “I know,” we should not speak less positively. God forbid that our positiveness should be presumption. Let us see that our evidences are right, lest we build upon an ungrounded hope; and then let us not be satisfied with the mere foundation, for it is from the upper rooms that we get the widest prospect. A living Redeemer, truly mine, is joy unspeakable.

April 6 MORNING “Let us go forth therefore unto Him without the camp.” — Hebrews 13:13 JESUS, bearing His cross, went forth to suffer without the gate. The Christian’s reason for leaving the camp of the world’s sin and religion is not because he loves to be singular, but because Jesus did so; and the disciple must follow his Master. Christ was “not of the world:” His life and His testimony were a constant protest against conformity with the world. Never was such overflowing affection for men as you find in Him; but still He was separate from sinners. In like manner Christ’s people must “go forth unto Him.” They must take their position “without the camp,” as witness-bearers for the truth. They must be prepared to tread the straight and narrow path. They must have bold, unflinching, lion-like hearts, loving Christ first, and His truth next, and Christ and His truth beyond all the world. Jesus would have His people “go forth without the camp” for their own sanctification. You cannot grow in grace to any high degree while you are conformed to the world. The life of separation may be a path of sorrow, but it is the highway of safety; and though the separated life may cost you many pangs, and make every day a battle, yet it is a happy life after all. No joy can excel that of the soldier of Christ: Jesus reveals Himself so graciously, and gives such sweet refreshment, that the warrior feels more calm and peace in his daily strife than others in their hours of rest. The highway of holiness is the highway of communion. It is thus we shall hope to win the crown if we are enabled by divine grace faithfully to follow Christ “without the camp.” The crown of glory will follow the cross of separation. A moment’s shame will be well recompensed by eternal honour; a little while of witness-bearing will seem nothing when we are “for ever with the Lord.

concern. Tellingly, there were those in the North, such as the prominent intellectual Ralph Waldo Emerson, who as early as August 1862 deeply feared that the Confederacy might preempt the Union and adopt emancipation first. In so doing, he believed that the South would appear before the world as the champion of freedom, gaining recognition from France and England, and putting the North in a disastrous position. Emerson’s fears were hardly unfounded. Within months, in the South, the issue did indeed come under serious debate.

April 14 Inspired Invincibility Take My yoke upon you, and learn of Me. Matthew 11:29 “Whom the Lord loveth He chasteneth.” How petty our complaining is! Our Lord begins to bring us into the place where we can have communion with Him, and we groan and say—“Oh Lord, let me be like other people!” Jesus is asking us to take one end of the yoke—“My yoke is easy, get alongside Me and we will pull together.” Are you identified with the Lord Jesus like that? If so, you will thank God for the pressure of His hand. “To them that have no might He increaseth strength.” God comes and takes us out of our sentimentality, and our complaining turns into a psalm of praise. The only way to know the strength of God is to take the yoke of Jesus upon us and learn of Him. “The joy of the Lord is your strength.” Where do the saints get their joy from? If we did not know some saints, we would say—“Oh, he, or she, has nothing to bear.” Lift the veil. The fact that the peace and the light and the joy of God are there is proof that the burden is there too. The burden God places squeezes the grapes and out comes the wine; most of us see the wine only. No power on earth or in hell can conquer the Spirit of God in a human spirit, it is an inner unconquerableness. If you have the whine in you, kick it out ruthlessly. It is a positive crime to be weak in God’s strength.

The retail behemoth recently announced that it will boost starting hourly wages to $9 beginning in April. That’s a real and significant increase for the estimated 500,000 Walmart workers now working at or close to the federal minimum wage of $7.25. Even better, Walmart is planning for another increase to $10 in February 2016. And it’s throwing in other goodies. It’ll let workers take sick time beginning the first day they need it. It plans to give employees more control over their schedules. And it’s committing itself to a variety of measures to advance hourly workers through the ranks, leading to ever greater positions of responsibility. What’s next? Profit sharing?

People who don’t know our military very well sometimes seem amazed whenever men like Jordan Haerter and Jonathan Yale make the headlines. On April 22, 2008, those two enlisted Marines were standing watch at a checkpoint outside a joint U.S.-Iraqi barracks in Ramadi when a large truck began accelerating toward their position. Their checkpoint controlled entry to a barracks in the Sufiyah district that housed fifty Marines from the newly arrived First Battalion, Ninth Regiment. They were alert to the VBIED threat and quickly and accurately assessed the situation before them—all the more impressive given that the level of violence in the city generally wasn’t what it had been a few years earlier. Both Marines opened fire immediately, Haerter with an M4 and Yale with a machine gun. Still the truck rushed toward them. Nearby, dozens of Iraqi police fired on the truck as well—but only briefly before their instincts for survival kicked in. Expecting a huge blast, they fled the area. But those two Marines stood their ground, pouring fire into the truck until it coasted to a halt in front of them—and exploded. Later estimates pegged the size of that IED at two thousand pounds or more. The blast damaged or destroyed two dozen houses and knocked down the walls of a mosque a hundred yards away. An Iraqi who witnessed the attack, interviewed by a Marine general afterward, choked back a sob and said, “Sir, in the name of God, no sane man would have stood there and done what they did. No sane man. They saved us all.” Lieutenant General John F. Kelly, who investigated the incident to document the Navy Crosses they were to receive, said, “In all of the instantaneous violence Yale and Haerter never hesitated. By all reports and by the recording [of a security camera nearby], they never stepped back. They never even started to step aside. They never even shifted their weight. With their feet spread shoulder-width apart, they leaned into the danger, firing as fast as they could work their weapons.” Yale, from Burkeville, Virginia, and Haerter, from Sag Harbor, New York, were decorated in 2009 for their steady nerves and heroism in the last six seconds of their lives, saving at least fifty people living

I would think if you understood what communism was, you would hope, you would pray on your knees, that we would someday become communists." -Jane Fonda speech at Michigan State University to raise money for the Black Panthers, Detroit Free Press, 22 November 1969   "My position on the POW issue has been widely misquoted and taken out of context. What I originally said and have continued to say is that the POW's are lying if they assert it was North Vietnamese policy to torture American prisoners." -Jane Fonda, "Who is Being Brainwashed?" An Indochina Peace Campaign Report Santa Monica: Indochina Peace Campaign 1973   "We have no reason to believe that U.S Air Force officers tell the truth. They are professional killers." -Jane Fonda, Washington Star, April 19, 1973

It was her concern and commitment to a friend which last year involved her in perhaps the most emotional period of her life. For five months she secretly helped to care for Adrian Ward-Jackson who had discovered that he was suffering from AIDS. It was a time of laughter, joy and much sorrow as Adrian, a prominent figure in the world of art, ballet and opera, gradually succumbed to his illness. A man of great charisma and energy, Adrian initially found it difficult to come to terms with his fate when in the mid-1980s he was diagnosed as HIV positive. His word as deputy chairman of the Aids Crisis Trust, where he first met the Princess, had made him fully aware of the reality of the disease. Finally he broke the news in 1987 to his great friend Angela Serota, a dancer with the Royal Ballet until a leg injury cut short her career and now prominent in promoting dance and ballet. For much of the time, Angela, a woman of serenity and calm practicality, nursed Adrian, always with the support of her two teenage daughters. He was well enough to receive a CBE at Buckingham Palace in March 1991 for his work in the arts--he was a governor of the Royal Ballet, chairman of the Contemporary Arts Society and a director of the Theatre Museum Association--and it was at a celebratory lunch held at the Tate Gallery that Angela first met the Princess. In April 1991 Adrian’s condition deteriorated and he was confined to his Mayfair apartment where Angela was in almost constant attendance. It was from that time that Diana made regular visits, once even brining her children Princes Willian and Harry. From that time Angela and the Princess began to forge a supportive bond as they cared for their friend. Angela recalls: “I thought she was utterly beautiful in a very profound way. She has an inner spirit which shines forth though there was also a sense of pervasive unhappiness about her. I remember loving the way she never wanted me to be formal.” When Diana brought the boys to see her friends, a reflection of her firmly held belief that her role as mother is to bring them up in a way that equips them for every aspect of life and death, Angela saw in William a boy much older and more sensitive than his years. She recalls: “He had a mature view of illness, a perspective which showed awareness of love and commitment.” At first Angela kept in the background, leaving Diana alone in Adrian’s room where they chatted about mutual friends and other aspects of life. Often she brought Angela, whom she calls “Dame A”, a gift of flowers or similar token. She recalls: “Adrian loved to hear about her day-to-day work and he loved too the social side of life. She made him laugh but there was always the perfect degree of understanding, care and solicitude. This is the point about her, she is not just a decorative figurehead who floats around on a cloud of perfume.” The mood in Mount Street was invariably joyous, that sense of happiness that understands about pain. As Angela says: “I don’t see death as sad or depressing. It was a great journey he was going on. The Princess was very much in tune with that spirit. She also loved coming for herself, it was an intense experience. At the same time Adrian was revitalized by the healing quality of her presence.” Angela read from a number of works by St. Francis of Assisi, Kahil Gibran and the Bible as well as giving Adrian frequent aromatherapy treatments. A high spot was a telephone call from Mother Teresa of Calcutta who also sent a medallion via Indian friends. At his funeral they passed Diana a letter from Mother Teresa saying how much she was looking forward to meeting her when she visited India. Unfortunately Mother Teresa was ill at that time so the Princess made a special journey to Rome where she was recuperating. Nonetheless that affectionate note meant a great deal to the Princess.

I like to describe positioning as “context setting” for products. When we encounter something new, we will attempt to make sense of it by gathering together all of the little clues we can quickly find to determine how we should think about this new thing.

The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely deliver. The best market context for your product that makes your unique value obvious to those customers who are best suited to your product.

These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The characteristics of a group of buyers that lead them to really care a lot about the value you deliver. Market category. The market you describe yourself as being part of, to help customers understand your value. (Bonus) Relevant trends. Trends that your target customers understand and/or are interested in that can help make your product more relevant right now.

Your target market is the customers who buy quickly, rarely ask for discounts and tell their friends about your offerings. For businesses, big-picture characteristics include things like industry, location and company size, but those are rarely enough to identify a customer who is a great fit for your product. You might sell a solution for small business that greatly reduces the time and complexity of invoicing. Any small business could use your product, but the ones that send a significant number of invoices every month will love you the most.

Think of your product as a fishing net. You have a theory that your net is good for catching grouper, but you haven’t fished with it yet so you aren’t certain what you might catch. At first, you’ll want to go where there are lots of different fish and see what you pull up. If you notice over time you’re pulling in a lot of tuna, not grouper, you can move to the tuna spot and do the same amount of work to get a lot more fish. If you had positioned your tuna net as a grouper net in the beginning, you might never have figured out your best positioning. Positioning your net broadly as a “fish net” when you have little market experience is the best way to keep your options open until you have enough customer experience to start seeing patterns.

However, keep in mind that most of your target customers have never heard of you or your rival startups—they simply want to know how your product compares to what they use today. Customer-facing positioning must be centered on a customer frame of reference.

If we fail at positioning, we fail at marketing and sales. If we fail at marketing and sales, the entire business fails.

Find out who you are and do it on purpose.” DOLLY PARTON

The common failure in both of these traps is not deliberately positioning the product. We stick with a “default” positioning, even when the product changes or the market changes. I believe this happens because we haven’t been taught that every product can be positioned in multiple ways and often the best position for a product is not the default. We have never been taught that positioning is a deliberate business choice that requires time, attention and, importantly, a systematic process.

We generally fail to consider other—potentially better—ways to position our products because we simply aren’t positioning them deliberately.

We broke out of this mess by changing our positioning. It started with a customer telling me he didn’t believe we were a database at all. “We aren’t?” I said, completely baffled. “What the heck are we?” He went on to explain that in his eyes we were more of a business intelligence tool, or even more specifically, a data warehouse (a specialized system used for data analysis). This wasn’t exactly true in our minds — we lacked some of the features associated with a data warehouse. We did, however, deliver value that was much more clearly aligned with that category of solutions than it was with databases.

The repositioning didn’t stop with marketing and sales — it changed the way we viewed ourselves. We looked at the features we were planning to build in the future and adjusted them to fit our vision of a warehousing platform.

Like Joshua Bell delivering a world-class performance in a context that didn’t ascribe value, lousy positioning makes your prospects work harder to figure out if you are worth paying attention to.

Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely deliver. The best market context for your product that makes your unique value obvious to those customers who are best suited to your product. Positioning can be a big and somewhat complex concept. But don’t worry, we can make it easier by first breaking it down into its components and then working through each of those in a systematic way.

I was marketing a database called DB2. DB2 was best known as the leading database platform on a mainframe (that’s what we used to call giant, powerful computers back in the olden days).

It doesn’t give you any hints about what to do next. I’ve talked to dozens of companies that have gone through the exercise of documenting their positioning statement, and not one did anything

Five (Plus One) Components

It’s important to really understand what customers compare your solution with, because that’s the yardstick they use to define “better.

If you choose your category wisely, all the assumptions are working for you. You don’t have to tell customers who your competitors are. It’s assumed! You don’t have to list every feature, because it’s assumed that all products in the category have basic category functions.

Market categories help customers understand what your offering is all about and why they should care. Trends help buyers understand why this product is important to them right now. Trends can help business buyers understand how a product aligns with overall company priorities, making it a more strategic and urgent purchase. Trends are important because, as customers, we want to learn about new, interesting and potentially disruptive technologies or approaches.

Each component has a relationship to the others. Attributes of your product are only “unique” when compared with competitive alternatives. Those attributes drive the value, which determines who the best target customers are, which in turn highlights which market frame of reference is the best one to highlight your value. Trends must be relevant to your target customers, and can be used in combination with your market category to make your product more relevant to your buyers right now.

In the work I’ve done with startups, I’ve determined that it’s critical to start with understanding what the customer sees as a competitive alternative, and then working through the rest of the components—attributes, value, characteristics, market category, relevant trends—from there.

We discovered that our philosophies were strikingly similar—we spent all our time looking for things that work, and then deciphering why.

However, if we sorted out just the best-fit customers, we could clearly see patterns.

keep in mind that most of your target customers have never heard of you or your rival startups—they simply want to know how your product compares to what they use today. Customer-facing positioning must be centered on a customer frame of reference.

In general, your website, your sales and marketing materials, your pricing and even your immediate product roadmap will be designed to serve customers, and therefore should reflect your customer positioning not your investor positioning. Investors will understand that and will also understand that the story in your investor pitch deck may look dramatically different from the story in your sales deck.

Even a world-class product, poorly positioned, can fail. In the context of a concert hall, Bell is perceived as producing something that is very valuable. He’s dressed to perform. He’s surrounded by an orchestra on a beautiful stage. The program tells people what awards he has won. Whereas, when he’s playing outside a subway station, everything around him has changed. He’s dressed like a street performer and standing beside a garbage can, playing for tips. His product—the music—hasn’t changed, but in this context, few people recognize its value.

While we understand that context is important, we generally fail to deliberately choose a context because we believe that the context for our product is obvious.

Positioning is a business strategy exercise—the person who owns the business strategy needs to fully support the positioning, or it’s unlikely to be adopted. In startups, the head is the CEO and/or the founders. In larger companies, the head is usually the division or business unit leader and occasionally the head of marketing or head of product.

It’s no use of talking unless people understand what you say.” ZORA NEALE HURSTON

In the workshops I run, I set aside the first hour to go over positioning concepts and definitions with the team. At a minimum, the team needs to be on the same page regarding: What positioning means and why it is important Which components make up a position and how we define each of those How market maturity and competitive landscape impact the style of positioning you choose for a product

The features of our product and the value they provide are only unique, interesting and valuable when a customer perceives them in relation to alternatives.