The truth about paradox -- Spread optimism and spread the ugly truth -- Demand the truth and have it freely offered -- Eliminate risk and take more risks -- Focus on results and ignore results -- Lead with the head and lead with the heart -- Broaden the vision and narrow the focus -- Live in the present and live in the future -- Communicate more and filter information -- Exercise authority and share power -- Create passion and expect passion -- Invite people in and send people home -- Clarify boundaries and increase freedom -- Increase pressure and reduce stress -- Expand creativity and eliminate ideas -- Encourage cooperation and encourage conflict -- Nurture customers and fire customers -- Benchmark competitors and ignore what they're doing -- Reduce costs and increase spending -- Move faster and take more time -- Be consistent and change everything -- Applying the paradox principle to create wealth.