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1 1 M A R I N E C O R P SP R I N C I P L E S
F O R S U C C E S S O N W A L L S T R E E TA N D O N M A I N S T R E E T
b y K e n M a r l i n
S E E M O R E A N D D O W N L O A D A N E X C E R P T A T M A R L I N L L C .C O M#M A R I N E W A Y T O W I N
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M A R I N E S H A V E A C H I E V E D V I C T O R YT H R O U G H O U T H I S T O R Y B E C A U S E O F
O U R C O R E V A L U E S .
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I T ’S A B O U T H O N O R , C O U R A G E ,C O M P E T E N C E , C O M M I T M E N T ,
T E A M W O R K A N D L O Y A L T Y ,D I S C I P L I N E , R E S P E C T A N D
P E R S E V E R I N G I N T H E F A C E O FA D V E R S I T Y .
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T H E R E 'S N O S U C H T H I N G A S A"F O R M E R M A R I N E . "
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WALL STREET ONCE WAS ABOUT DOINGTHE RIGHT THING FOR THE CLIENT -
BEING A TRUSTED ADVISOR
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T H E N C A M E :Ivan Boesky
Michael Milken
Gordon Gekko
Bernard Madoff
Enron
WorldCom
GM
VW
Vietnam
Iraq
S&L Crisis
Great Recession
conflicts of interest
currency
manipulation
fraudulent mortgages
and more...
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SEVEN OUT OF TEN SAY EVERYONE ON WALLSTREET IS WILLING TO BREAK THE LAW FORBIGGER PROFITS. ONLY OUR POLITICIANS FARE WORSE.
TWO-THIRDS OFAMERICANS THINK THATTHOSE WHO WORK ONWALL STREET “ARE NOTAS HONEST AND MORALAS OTHER PEOPLE,”
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“THE REASONABLE MAN ADAPTS HIMSELFTO THE WORLD; THE UNREASONABLE ONE
PERSISTS TO ADAPT THE WORLD TOHIMSELF. THEREFORE ALL PROGRESS
DEPENDS ON THE UNREASONABLE MAN.”
- GEORGE BERNARD SHAW
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THE MARINE CORPS ISFILLED WITH
“UNREASONABLE”PEOPLE TRYING TO
CHANGE THE WORLD...
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THE MARINE CORPS WAY HAS ELEVEN PRINCIPLES WHICH, WHEN COMBINED, CAN
IMPROVE THE ODDS OF SUCCESS ON THEBATTLEFIELD, ON WALL STREET, IN
WASHINGTON AND ON MAIN STREET – ANDLET PEOPLE FEEL GOOD ABOUT IT.
IT WORKS
#M A R I N E W A Y T O W I Nhttp://www.marlinllc.com/marinecorpsway
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TOO MANY PEOPLE FOCUS ON TACTICS(MAKING SALES, REDUCING COSTS,CLOSINGDEALS)– AS OPPOSED TO FOCUSING ON THE
ACTIONS (OR TRANSACTIONS) THATADVANCE US MOST TOWARDS STRATEGIC
GOALS.
1) TAKE THE LONG VIEW:
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IT IS NOT NECESSARY TO FIGHT EVERY BATTLETHAT PRESENTS ITSELF.
JUST AS ADMIRAL NIMITZ AND GENERALMACARTHUR SKIPPED ISLANDS IN WWII,
SOMETIMES, NOT TAKING ADVANTAGE OFOPPORTUNITIES CAN ADVANCE YOU TOWARDS
YOUR OBJECTIVES MORE EFFICIENTLY THANFIGHTING THEM.
IT'S ALL ABOUT KEEPING THE LONG-TERMMISSION AT THE FOREFRONT.
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“IN THE SIMPLE MORAL MAXIM THE MARINECORPS TEACHES: DO THE RIGHT THING, FORTHE RIGHT REASON. NO EXCEPTION EXISTSTHAT SAYS: UNLESS THERE'S CRITICISM OR
RISK. DAMN THE CONSEQUENCES.”
MISSION AL JAZEERA: BUILD A BRIDGE, SEEK THETRUTH, CHANGE THE WORLD
- JOSH RUSHING
2 )T A K E A S T A N D :
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HAD SOME SENIOR PEOPLE AT VOLKSWAGENTAKEN A STAND ON EMISSIONS TESTING, VWWOULD NOT NOW BE LOOKING AT BILLIONS
OF DOLLARS IN LOSSES—AND A SERIOUSDENT IN THEIR REPUTATION.
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HAD SOME SENIOR PEOPLE AT GM TAKEN ASTAND ON FAULTY IGNITION SWITCHES,
MORE THAN FIFTY-ONE PEOPLE MIGHT BEALIVE AND GM WOULD NOT BE NOW PAYING
COMPENSATION TO THE FAMILIES OFTHOUSANDS OF VICTIMS.
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HAD SOME US POLITICIANS TAKEN A STAND,FIFTY-EIGHT THOUSAND AMERICANS (ANDMORE THAN A MILLION CIVILIANS) MIGHT
NOT HAVE DIED IN THE VIETNAM WAR;
AND WE WOULD PROBABLY NEVER HAVESENT FORCES INTO LIBYA, SYRIA, OR IRAQ .
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HAD SOME POLITICIANS AND A FEW BANKERSTAKEN A STAND THE WORLD MIGHT HAVE
AVOIDED THE GLOBAL FINANCIAL CRISIS OF2008, MILLIONS OF LIVES MIGHT NOT HAVEBEEN DISRUPTED, AND BANKS WOULD NOT
BE PAYING HUNDREDS OF BILLIONS OFDOLLARS IN FINES.
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WALL STREET, MAIN STREET ANDWASHINGTON HAVE TALENTED
TRANSACTION EXPERTS – BUT IN TOO MANYCASES THE LEADERSHIP HAS LOST ITSEXPERTISE IN OPERATIONAL AREAS.
3) BE THE EXPERT :
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MY FATHER, WHO IS A RETIREDMECHANICAL ENGINEER FROM THE
CUMMINS ENGINE COMPANY, USED TOBEMOAN THAT SENIOR EXECUTIVES AT THE
COMPANY KNEW ALL ABOUT GENERALMANAGEMENT TECHNIQUES BUT DIDN’T
KNOW A CRANKSHAFT FROM A PISTON ROD.
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MARINES GET ALL THE INTELLIGENCE THEYCAN ABOUT THE PEOPLE ON THE OTHER
SIDE - THEIR GOALS, THEIR CAPABILITIESAND THEIR MOTIVATIONS.
4) KNOW THE ENEMY:
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PEOPLE RARELY SEE THEMSELVES AS THE BADGUYS.
PEOPLE RARELY SEE THEMSELVES AS ILLOGICAL
DEMONIZING THEM, CARICATURING THEM,OVER-SIMPLIFYING THEM, UNDER- OROVER-ESTIMATING THEM CAN BE VERY
DANGEROUS.
UNDERSTANDING THEIR GOALS AND MOTIVATIONSIS CRITICAL TO LONG TERM SUCCESS.
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KNOWLEDGE IS POWER. WITH GREATERKNOWLEDGE ABOUT THE OTHER SIDE YOUCAN BETTER ANTICIPATE HOW THEY WILL
ACT AND REACT TO YOUR MOVES.
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5) KNOW WHAT THE TERRAIN IS WORTHBEFORE COMMITTING TO BATTLE:
NO MARINE WOULD SAY THAT BECAUSE WE PAIDFOR IWO JIMA WITH SIXTY-THREE HUNDRED
AMERICAN LIVES (AND TWENTY-FIVE THOUSANDCASUALTIES) PLUS TWO US NAVY AIRCRAFT
CARRIERS, THAT THIS PRICE SOMEHOW DEFINESTHE PRICE (LIVES, CASUALTIES, SHIPS) WE WOULD
PAY TO TAKE GUADALCANAL.
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FOUR QUESTIONS BEFORE YOU ENGAGE INBATTLE:
1) IS WINNING THIS BATTLE ON THE PATH TOACHIEVING THE LARGER MISSION?
2) IS THE TIMING RIGHT;
3) IS THE COST OF TRYING BOTH AFFORDABLE ANDREASONABLE? 4) IS THE REWARD WORTH THE RISK?
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HUBRIS LEADS TO FAILED DEALS AND FAILEDSTRATEGIES—
HUBRIS LED HP TO BUY COMPAQ FOR $25 BILLION,
IT’S HOW YAHOO! WOUND UP PAYING $5.7 BILLIONFOR BROADCAST.COM
TIME WARNER AGREED TO A $164 BILLION DEALWITH AOL.
IT LED THE UNITED STATES INTO QUAGMIRES INVIETNAM, AND THE MIDDLE EAST.
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6) KNOW YOURSELF: IDENTIFY AND CAPITALIZE ON YOUR COMBAT
ADVANTAGES
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EVERY CEO AND EVERY BANKER SHOULD BEABLE TO ARTICULATE WHAT THEY DO THAT
IS BETTER THAN ANYONE ELSE ON THEPLANET.
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“YOU CANNOT ALLOW ANY OF YOUR PEOPLETO AVOID THE BRUTAL FACTS. IF THEYSTART LIVING IN A DREAM WORLD, IT’S
GOING TO BE BAD.”
-GENERAL JAMES MATTIS, USMC
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IT’S NOT ABOUT SURPRISE.
7) TO WIN, CONTROLTHE TIMING:
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SADDAM HUSSEIN COULD NOT HAVE BEENSURPRISED AT THE ASSAULT BY U.S.-LED
COALITION FORCES IN THE FIRST GULF WAR.HE PROBABLY WATCHED THE BUILDUP ONCNN. IT TOOK MORE THAN FIVE MONTHS.
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FOR TOO MANY CORPORATE EXECUTIVES,POLITICIANS AND BANKERS THE TIMING OF
MAJOR STRATEGIC MOVES IS PURELYREACTIVE—
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8) NEGOTIATE FROM THEHIGH GROUND:
FROM A TACTICAL PERSPECTIVE, THE HIGHGROUND IS THE PHYSICAL PLACE YOU WANT
TO BE, SINCE IT’S USUALLY BOTH MOREDEFENSIBLE THAN THE LOW GROUND AND A
BETTER PLACE FROM WHICH TO LAUNCHASSAULTS.
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CLEARLY, THE HIGH GROUND HAS ASECOND, ETHICAL CONNOTATION TOO. ITINVOLVES DOING THE RIGHT THING FOR
THE RIGHT REASONS, EVERY TIME.
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BE COMMITTED TO ACHIEVING YOUR OWN"REASONABLE" OBJECTIVES.
(IF THE OTHER SIDE PERCEIVES THAT YOUARE UNWILLING TO WALK FROM THE TABLE,THEN YOU ARE NOT NEGOTIATING. YOU ARE
JUST BEGGING.)
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MOST WARS END NOT IN SURRENDER BUTWITH A NEGOTIATED PEACE, AFTER WHICHTHE TWO SIDES OFTEN NEED TO LEARN TO
LIVE WITH EACH OTHER.
#M A R I N E W A Y T O W I N
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9) SEEK FOREIGN ENTANGLEMENTS - IT’SAN INTERCONNECTED WORLD:
COMPANIES, POLITICIANS ANDBANKERS WITH A COMPETITIVE
ADVANTAGE ARE THOSE THAT DO NOTDEFINE THEMSELVES BY GEOGRAPHIC
BORDERS.
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MARLIN’S EIGHT RULES FOR CROSS BORDERNEGOTIATING:
1: BE SENSITIVE (BUT NOT TOO SENSITIVE) TO CULTURE. YOUCAN’T GO “NATIVE.”
2: BE AWARE OF THE OTHER SIDE’S OBJECTIVES. IT’S NOTALWAYS ABOUT THE TERRITORY, OR THE MONEY
3: KNOW THE LOCAL RULES—AND THE LOCAL CONCERNS.
4: FIGURE OUT WHO IS CALLING THE SHOTS. IT MAY NOT BEOBVIOUS
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5: SET REALISTIC DEADLINES (AND MEAN THEM!)
6: SEEK FACE TIME
7: DON’T OVER-LAWYER
8: PUT SOMEONE ON THE GROUND WITH AUTHORITY TONEGOTIATE
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10) TRUST AND VERIFY:
CAREFULLY VETTING YOUR ASSUMPTIONS CANGO A LONG WAY TO ENSURING VICTORY.
IT’S SOMETHING THAT MARINES DO NEARLYEVERY DAY.
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NEITHER CONTRACTS NOR TREATIES CAN PROTECTAGAINST EVERYTHING
THEY ARE ONLY WORTH WHAT THOSE BACKINGTHOSE CONTRACTS ARE LATER ABLE TO DELIVER.
FEW PARTIES ARE WILLING TO ACCEPT ALLOCATIONOF ALL RISK.
THERE ARE NO PERFECTLY CLEAR CRYSTAL BALLSMACROECONOMIC CONDITIONS CHANGE
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11) LUCK IS NOT A PLAN:
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WINNING REQUIRES PLANNING,PROCESS, DISCIPLINE AND
LEADERSHIP
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MARINES LIKE WINNING.WE DON'T LIKE DRAMA.
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LUCK IS NEITHER A PLAN NOR AN EXCUSE.
MARINES DO NOT RELY ON LUCK.
AND WE REFUSE TO BE ITS VICTIM.
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DISCIPLINE MAY BE A HALLMARK OF THEMARINE CORPS, BUT WE DON’T HAVE A
MONOPOLY ON IT. GENERAL ELECTRIC ANDWARREN BUFFET BOTH HAVE LONG BEEN
KNOWN FOR THEIR DISCIPLINEDAPPROACH.
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THE MARINE CORPS WAY IS NOT EASY.
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IT REQUIRES RIGOROUS PLANNING,THOROUGH PREPARATION, HARD WORK,
LEVERAGING RELEVANT EXPERTISE, CLEARCOMMUNICATION, AND THE PROFESSIONAL
LEADERSHIP OF A WELL TRAINED ANDPROPERLY MOTIVATED TEAM.
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IT'S ABOUT HONOR, COMPETENCE,DISCIPLINE, TEAMWORK, LOYALTY,
RESPECT, COURAGE, EXCELLENCE ANDPERSEVERANCE IN THE FACE OF
ADVERSITY.
#M A R I N E W A Y T O W I N
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THE MARINE CORPS WAY IS A PATH TOVICTORY AND HONOR ON THE
BATTLEFIELD, WALL STREET – AND ONMAIN STREET.
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READ MORE AND DOWNLOAD AN EXCERPT AT:
WWW.MARLINLLC.COM/MARINE-CORPS-WAY
CONNECT WITH KEN:
AVAILABLE FOR PRE-ORDER NOW:
@kmarlin
#M A R I N E W A Y T O W I N