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04Precedent · how it went for them

The situation“I need to explain why we missed the target.”

Leaders who made the same call — what each did, and how it went.

WorkedHalf-worked

Worked · Joel Gascoigne, Buffer, October 2013

On Saturday 26 October 2013, attackers compromised Buffer's infrastructure and used OAuth tokens to post weight-loss spam from tens of thousands of customer accounts, mostly to Twitter and Facebook.

Half-worked · Meg Whitman, Quibi, April–October 2020

When Meg Whitman agreed in August 2018 to leave HP and run Jeffrey Katzenberg's new short-form streaming venture as CEO, the pitch was straightforward: $1.75 billion in pre-launch capital, a library of original content from top Hollywood studios, and a clean proposition of 5-to-10-minute premium episodes designed for mobile-only viewing.