• Seidman's distinct vision of the world, business, and human endeavor has enabled more than 15 million people doing business in over 100 countries to outbehave the competition
• Exposes the forces and factors that have fundamentally changed the world in which business operates, placing a new focus on the "hows" with which we conduct ourselves
• Through entertaining anecdotes, surprising case studies, cutting-edge research in a wide range of fields, and revealing interviews with a diverse group of business leaders, experts, and everyday people on the front lines, this book explores how we think, how we behave, how we lead and how we govern ourselves to uncover the values-driven "hows" of 21st-century success

• "To gain a true understanding of the world of HOW, you must be prepared to struggle and wrestle with complexity and uncertainty and new ways of seeing." Pg. 59

Dov Seidman's professional career has focused on how companies and their people can operate in both a principled and profitable way. He is the Founder, Chairman, and CEO of LRN. Leading companies such as Disney, Dow Chemical, eBay, Johnson & Johnson, Procter & Gamble, Raytheon, and 3M turn to LRN to help management govern more effectively and workers do the right things the right way, even in the most challenging of situations. Dov is a Harvard Law School graduate who also earned a bachelor's and master's degree in philosophy from UCLA, and a BA with honors in philosophy, politics, and economics from Oxford University.

	Preface	ix
	Prologue. Making Waves	1
	Part One: How We Have Been, How We Have Changed Introduction. The Spaces Between Us	13
1	From Land To Information Lines of Communication • Getting Flattened	17
2	Technology’s Trespass The Ties That Bind Us • Distance Unites Us • Can You Hear Me Now? • The Age of Transparency • The Persistence Of Memory • The Information Jinni is Out of the Lamp	25
3	The Journey To How Just Do It • The Certainty Gap • The Limitations of Rules • Outbehaving the Competition • HOW We Go Forward	41
	Part Two: How We Think Introduction: The Paradox of Journey	57
4	Playing To Your Strengths Help! • You Can Judge a Book By Its Cover • Looking Out for Number Two • The Evolution of What is Valuable • Believe It	63
5	From Can To Should Rules as Proxies • Dancing with Rules • On The Tip of Your Tongue • Unlocking Should • Risk and Reward	81
6	Keeping Your Head In The Game Distraction • Small Lapses, Large Costs • Dissonance • Doing Consonance • Friction • Putting it in the Whole	103
	Part Three: How We Behave Introduction: How We Do What We Do	125
7	Doing Transparency Beyond Proxies and Surrogates • I.C.U., U.C. Me • The Market Defines You • Say You Are Sorry • Interpersonal Transparency • Sig, Don't Zag	129
8	Trust The Soft Made Hard • How High is the Ceiling? • Goin on a T.R.I.P. • Tripping • Doing Trust • Trust is the Drug • Trust, But Verify	157
9	Reputation, Reputation, Reputation Reputation in a Wired World • Reputational Capital • Mismanaging Reputation Management • A Second Chance	181
	Part 4: How We Govern Introduction: Innovating in HOW	209
10	Doing Culture The Sum of All HOWS • The Spectrum of Culture • The Four Types of Culture • Five HOWS of Culture	215
11	The Case For Self-Governing Cultures Self-Governance on the Shop floor • Freedom is Just Another Word • Taking Culture for a Test Drive • Closing the Gap • Values in Action • A Journey to Culture • Why Self-Governance is the Future of Business	241
12	The Leadership Framework Leadership • Walking the Talk • The First Five HOWS of Leadership • Circles in Circles (A Thought) • The Leadership Framework Continued	267
	Afterword	299
	Acknowledgements	305
	Notes	310
	Selected Bibliography	325
	Index	331

Transparency: How Leaders Create a Culture of Candor