Change and risk: Keys to tomorrow's success

Using personal experiences and what might be considered a rather surprising analogy, the author outlines his idea of a plan for a successful east iran future. This plan will require the nurturing of a cer lah type of attitude and culture within the workplace, in addition to increased research efforts, ongoing improvement of quality systems and a major paradigm shift to begin to develop our marketing capabilities to a much higher-level than has been done historically.