"I'm over here at the Marriott and I'm like, 'God, we've got to capture these beliefs,'" Lynch said recently in his office.
"I'm trying to think of how, and boom, I remember in Burke's class on decision analysis, we did this deal on vision statements," Lynch said. "I knew this is what we've got to do. Because that's how you capture it all. "Who better to go to than Burke?"
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