Denny Hatch Peggy

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

By Denny Hatch Peggy and I took the train from Interlaken to Zurich after a week in the Swiss Alps town of Grindelwald. There, the hoteliers and shopkeepers did a superlative job of taking care of tourists and making for themselves a very comfortable living. On the train ride, we struck up a conversation with a former executive of Swiss Air who recounted the gory details of how an overly ambitious young (mid-40s) CEO started buying up smaller airlines, ran out of money and put Swiss Air—one of the world's great carriers—into bankruptcy. We got home to read that Conseco Insurance had filed for

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