In Cleveland’s Primer to become a great leader, he makes it clear that WTF doesn’t stand for Win The future.
Compelling cases are made for why:

Execution eats Strategy for Breakfast. There is a reason there are thousands of successful companies that can’t even spell strategy.
The Truth Will Set You Free, especially when it comes to dealing with problem employees.
No one should have the authority to disappoint a customer, ever!
Succession Planning without first building the right Organization is like building a home without a plan. Hey! You’re not running a kool-aid stand.
Setting Core Values that don’t focus on your customer's needs and wants is a waste of time.
Quit looking for the Holy Grail of Leadership. There is no one right way but four basic styles that you need to learn now.

With a “been there and done that” approach, Cleveland makes this topic fun and informative for the new Manager and the Old Pro who needs to sharpen his or her skills.

“Dave Cleveland writes in a funny, straightforward if irreverent, style that is easy to read and direct in its approach to the real-world issues facing managers today. This book is a MUST READ for all managers, whether in big companies or small, and should be kept as a “pocket guide” reference on everyone’s desk.”
- Kent Harrell, Small Business Owner

“I have worked with this sassy, down-to-earth, and vocal leader for over 30 years. In a humorous way, it reflects simple and important learnings on how to conduct your life and do business successfully.”
- Andre Siegenthaler, retired Senior VP of Human Resources with Hilti International and Hilti North America

“…This book is exceptional in its straight-talk style, clarity, and execution, thus making it a powerful tool for all leaders and managers. The eight ‘WTFs’ are not only about how to ‘Win The Future,’ but also, ‘What To Fix!’.”
- Kristine A. Sexter, Consultant andAuthor of “Rolling Out the Recognition, Employee Retention Strategies for Manufacturers”

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