Please note: This is a companion version & not the original book. Sample Book Insights: #1 The rule of optimism states that people cannot stop themselves from explaining themselves fully after they have committed a social blunder. This is how George F. Baer achieved American duncehood during the Pennsylvania coal strike of 1902 when he wrote to a mine owner to explain himself. #2 The best way to handle a scandal is to keep your mouth shut. The more direct your approach, the more you want to get rid of you. The audience grows vengeful and wants to get rid of you.