The short quote encourages people to look for what is missing rather than just focusing on improving existing things, as many people know how to improve what is there but few can identify opportunities that are not obvious. It was adapted from a quote by Donald Rumsfeld and attributed to Bill Swanson, CEO of Raytheon Company. The document provides the source and author of the adapted quote.

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9. Look for what is missing.
Many know how to improve what is
there; few can see what isn’t there.
- Bill Swanson, CEO, Raytheon Company
(adapted from Donald Rumsfeld, WSJ article 2001)

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90. © 2009 Soonuk Jung
www.soonuk.com
soonuk@gmail.com