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The very first thing the President did was to show me the new Presidential Seal, which he had just redesigned. He explained, 'The seal has to go everywhere the President goes. It must be displayed upon the lectern when he speaks. The eagle used to face the arrows but I have re-designed it so that it now faces the olive branches: what do you think?' I said, 'Mr. President, with the greatest respect, I would prefer the American eagle's neck to be on a swivel so that it could face the olive branches or the arrows, as the occasion might demand.'

Winston Churchill#72

PoliticsLeadershipDiplomacyDesignSymbolismSymbols

About this quote

What does it mean?
Churchill critiques a fixed presidential seal design, suggesting flexibility to face either peace or war symbols as needed.
In plain terms
The eagle should be able to face both peace and war symbols depending on the situation.
What can you take from it?
Design systems to adapt to changing circumstances.

Where it applies

  • diplomacy
  • leadership roles

Putting it to work

  • choose flexible symbols
  • plan for multiple scenarios

Questions to consider

  • How do leaders signal peace and war?
  • Should symbols be fixed or flexible?

Another view

Symbols cannot truly change direction physically or metaphorically.

More from Winston Churchill

  1. I hate nobody except Hitler - and that is professional.

    Permalink to quote #71
  2. From Stettin in the Baltic to Trieste in the Adriatic an iron curtain has descended across the Continent.

    Permalink to quote #73
  3. Hitler expects to terrorise and cow the people of this mighty city: Little does he know the spirit of the British nation, or the tough fibre of the Londoners.

    Permalink to quote #70

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