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Eric Soda started out in the insurance business while in high school in his hometown Princeton, Wisconsin, population 1,200. After high school, while building his insurance business he was also fighting fires and pulling people out of car wrecks as a paid on-call firefighter. It put life into perspective for him. Those years shaped him as a business professional and a person. Those images and lessons stick with him to this day.

The Double Win means that we can no longer simply look out for "Number One". We have to look out for the other people, too, because when he or she wins, we win. Individuals, families, organizations, all benefit from such Double Win ideas as getting the most out of life by giving the most to others, how to pass on your wins, how to Double Win any race you choose to run, how to achieve a sense of belonging, how sharing power with employees brings unexpected benefits, and self-esteem builders to establish Double Win relationships.