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This is an excerpt from The Shareholder Action Guide, which will be released by Berrett-Koehler Publishing on Nov. 15. It is available for pre-order on Amazon.com.

A classic example of a negotiation with a notoriously tough corporation that was quite heated (but ended up with a positive change) took place leading up to May 2, 2007, when Apple CEO, Steve Jobs, made the public statement on the Apple website, "Today is the first time we have openly discussed our plans to become a greener Apple. It will not be the last. We apologize for leaving you in the dark for so long."

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