You should never be caught off guard. If you leave Camp 4 at midnight and things go your way, you might be able to reach the summit 12 hours later.
Obsessed with winning back market share, GM spent its dwindling finances on money-off schemes and clever advertising, trying to lure drivers into purchasing its unpopular cars, rather than investing in the more speculative and open-ended — and thus more uncertain — research that might have resulted in more innovative and more popular vehicles.
Aside from the number of people dying on the same day, it was inexplicable. Faced with the anxiety of not knowing what the future holds, we invest ever more fiercely in our preferred vision of that future — not because it will help us achieve it, but because it helps rid us of feelings of uncertainty in the present.
Boukreev and DeWalt [p. Those 3, feet are quite possibly one of the most dangerous spots on the planet. He was only worried that his team would be the one called on to rescue the hypothetical struggling team.
And if a storm hits and you cannot find your way back to camp? Roberto's new working paper describes how.