Thirteen Days: More than a Memoir

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Making a Decision and the Cuban Missile Crisis.

Did Bobby Kennedy write one of the greatest case studies on Decision Making? Not intentionally.

Can your business or your life improve by reading Thirteen Days: A Memoir of the Cuban Missile Crisis? Yes, yes it can.

In this lens, I will outline the 4 common mistakes President John F. Kennedy and the US Government avoided during the Cuban Missile Crisis. And guess what? They can be applied to your business and personal decisions.

"President Kennedy hoped that he would at least be prepared for the foreseeable contingencies and know that — although no course of action is ever completely satisfactory — he had made his decision based on the best possible information." - Bobby

Bad Decisions

Be a 1962 Kennedy, not a 1961.


In 1961, no one in America was comfortable with a communist country existing 90 miles off the coast off Miami. The CIA in all their infinite wisdom devised a plan, and a naive John F. Kennedy agreed, against the wishes of the US military, to train a bunch of ex-patriots on how to invade an island. What we now know as the Bay of Pigs was a total disaster, made up of a series of bad decisions. And 1,300 or so cuban exiles died for it.


In 1962, Johnny and the Unites States government couldn't afford to make ANY bad decisions. Because in 1962, the cost was a nuclear holocaust.

Make No Mistakes

Bigger consequences, new strategy.


Following a failure at the Bay of Pigs, Fidel Castro was all too eager to accept the Soviet Union's desire to arm the Western Hemisphere. And in no time, Cuba had giant missiles on its shores. Under the watchful eye of America, President Kennedy was faced with a grave decision. How does the USA respond. Though the US military sought to conduct air strikes, Kennedy made the first of many important decisions, he invited 15 advisors to share a table to debate the alternatives.

There are many great accounts of how President Kennedy handled the big decisions regarding the Cuban Missile Crisis, but few capture the moral implications better than little brother Robert in Thirteen Days.


Below I have listed four common decision making mistakes you and your president can avoid in the future. By all means, read on.

#1 Mistake: Not Identifying Leader

who is your JFK?

Our forefathers helped a good bit with this one. The President of the United States, by definition, is the chosen leader. If you don't choose the final voice thats decides, you will fail to arrive at the best possible outcome. Pick someone.

#2 Mistake: Not Identifying Goal

What exactly do you want?

It may seem like an easy task, but most people don't stop to think on exactly how they want their decision to play out. What is the best possible outcome of your decision? Know where you are going, and lead the way.

#3 Mistake: Not Identifying Values

What can NOT be compromised? What are your Standards?

Would you be willing to ignore the Constitution of the United States or human dignity to achieve your goal? I wouldn't. Would you stop short of your goal and be satisfied with less than you wanted? I doubt it. Know the values and standards which best describe who you are, and stick to them.

#4 Mistake: Information Bias

Are you only hearing what you want to believe?

There are many types of information bias, but they all do the same thing- lead you to make decisions based on bad information! For example, confirmation bias is a tendency to seek information to prove, rather than disprove your theories. If you are in a room with people that only agree with you, you are in the wrong room and drowning in information bias.

Other Reasons You Should Read This Book

When reading Thirteen Days by Robert F. Kennedy, do not skip the powerful foreword by Arthur Schlesinger, Jr., outlining the dramatic context of "Two superpowers overarmed". It sets up the emotional impact of the following events that RFK so eloquently describes and brings insight by detailing unbelievable intelligence that came out of The Havana conference in 1992.

Also, you can read the book in two hours. No excuses.

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Emily Kate Boyd is an artist and entrepreneur living in Atlanta.

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