An Excerpt from Tom Gunn's:                                                                           www.gunnsights.com
GUNNSIGHTS
Taking Aim on Selling in the High Stakes Industry of International Aerospace
U. S. Naval Institute Press

RULES OF THE GAME

I didn't know what I wanted to do when I grew up . . . I was, in truth, the alien, the black sheep of the family, an outsider in the midst. I chaffed at toeing any line. Too much. If I didn't have a daily fistfight with one of my brothers, I had one going to school or coming home from school.
            In the Summer of 1958, to improve my fighting skills, I began taking boxing lessons at the Falcon Club, a Polish-American hangout where I not only could box, but could smoke and sneak some beer. By Fall, I was pronounced good enough to enter a qualifying match for the Golden Gloves. That was a banner year for the Golden Gloves, when Kentucky’s seventeen-year-old Cassius Clay and Missouri’s fifteen-year-old Tom Gunn took the first stepping stone to professional ranks, and (for me) perhaps a ticket to something more interesting than the family business. Clay began winning Golden Gloves championships, turned pro, changed his name to Muhammad Ali, and entered the ranks of boxing greats. I learned a couple of life changing lessons.
            I invited my friends to the fight---a handful of teenagers with attitude, each wearing a white T-shirt with a cigarette pack rolled up in the sleeve. The fight was scheduled as two rounds, two minutes a round. Going in, I suspected that I might be in trouble when my opponent showed up with a silk robe, his name embroidered on the back.
            I knew I was in trouble when the referee said, “Show me your cups.” No one could box in a Golden Gloves match without an athletic cup to protect the privates, as if a knee to the groin was a standard move.
            I wasn't wearing a cup.
            The ref was about to declare the match for my opponent, by default, when I remembered, “I have a cup! It's in my gym bag, downstairs.” It was a soccer cup, but is not a cup, a cup? With the ref’s grudging approval, I jumped down from the ring, ran through the crowd, down to the basement dressing room, grabbed the cup---and realized that I didn't have a jock strap to keep it in place. Nonetheless, I stuffed it in my trunks, ran all the way back upstairs holding my crotch, and, gasping for breath, presented myself “Ready!”
            The bell rang, we started. I took the first punch. The cup fell out on the floor. The spectators burst out laughing, my friends the loudest among them. We paused, while I stuffed the cup back in my trunks. It happened again, several times, many times---I can't remember how many—as the two rounds became an eternity of humiliation.
            Well, I was a tough kid and absorbed the shame of the loss-- but took away two vital lessons that you will find repeated, often, in the pages that follow:
            1. Always know the rules of the game before you decide to play, and,
            2. Be prepared.


ABOUT THE AUTHOR
Tom Gunn had a life-altering career change in 1975 when he went from an eight-year stint as staff lawyer with the U.S. Senate to a job in aerospace sales and marketing at McDonnell Douglas. He knew a lot about military appropriations and classified developments, but almost nothing about marketing. Over the next twenty-two years, however, Gunn and the team he assembled developed a process for strategic selling and marketing that delivered $250 billion in sales of military and commercial aircraft, missiles, space systems, and logistic support, against strong and at times cutthroat domestic and international competition. His book is both the story of that success and a handbook for anyone who wants to learn about high-powered selling, about assessing the competition and understanding the customer, and about using a defined process to shape strategic planning. Gunn details that process step by step, outlines cultural traps overseas and political realities at home, and makes his points in selected case studies.

Among other assignments,Tom Gunn was Vice President, Marketing; Senior Vice President, Business Development. President, McDonnell Douglas Helicopter Company; and President, McDonnell Douglas International.

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