Reputation to Uphold

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This is a personal tactical ego appeal and occurs when someone jumps into the role of your personal advisor, attempting to influence you by acting like an ally with you against the world.


An example would be, “As CEO, you can’t seem weak here. You have to sue the alleged patent infringer.”


Use objective data to back your position: “The average litigant in the Federal Court of Claims spends $3.5 million by the time they appeal a patent decision. We don’t have that to spend, and that technology is already obsolete. Let’s put that money into R&D.”

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