If It's Not Impossible, It's Not Interesting

Book excerpt: Over the past decade, the Diageo North America Corporate Relations team has been the driving force in the transformation of the place of distilled spirits in American society - a transformation that many in the industry considered an impossible task. This book tells the story of how our team accomplished the impossible. It begins with the team's leader, Guy Smith, explaining our origin and accomplishments, and describing The Seven Guideposts to Achieving the Impossible, which the team members exemplified by achieving remarkable results for Diageo and in their own lives. These stirring and engaging stories will help managers, leaders and executives inspire their teams and their organizations, and move their businesses forward beyond all expectations, by helping them and their teams connect to experiences in their own lives that show that they have already accomplished the impossible. Note: All proceeds from the book will be donated to the Spirit of the Americas Foundation.