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Authentic impressions come from human interactions where people get their HOWS right, without attempting to manipulate the message or the market.

The structure of law in highly litigious societies… disincentivizes apologies.

…to apologize is not only the right thing to do; it is the smart thing to do.

…companies looking for the best talent put far less emphasis on specific expertise – a candidate’s WHATS – and far more on their HOWS.

You don’t want to do the right thing for the wrong reasons. It will inevitably backfire later.

The world of HOW calls for conduct that creates long-term, self-sustaining continuity, which builds trust and further alignment between you and the world around you.

…[the] division between what and how is crucial but is overlooking in the professional world.

’Yes’ is nothing without ‘How.’ While an agreement is nice, a contract is better, and a signed check is best.

A gentle How/No invites collaboration and leaves your counterpart with a feeling of having been treated with respect.

Besides saying ‘No,’ the other key benefit of asking ‘How?’ is, quite literally, that it forces your counterpart to consider and explain how a deal with be implemented.