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Now Read This: Know What Makes Them Tick

Max Siegel has built an astonishing track record of succeeding as an outsider and transforming would-be adversaries into partners. Now CEO of sports and media firm Max Siegel Inc. and head of NASCAR’s Drive for Diversity initiative, Siegel (along with coauthor G.F. Lichtenberg) shares his formula for success in his book Know What Makes Them Tick: How To Successfully Negotiate Almost Any Situation.

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