New York marketing executive David Steinberg used to be a loudmouth -- until he headed on a business trip to California. After a day of meetings, former Apple CEO John Sculley took Steinberg to one side and told him to work on his "West Coast style" -- advice that Steinberg says helped him become a smarter and more responsive manager. "Soften it up. Take it down a number of notches, and just listen instead of always talking," he says.

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