Dan Weilbaker, PhD, a college professor, learned one of the most valuable lessons of his career on the golf course. It happened 20 years ago, when Weilbaker was a fresh-faced pharmaceutical rep intent on making his mark. He set up a round with a potentially major customer. "I was so excited that I started blabbing about my product line the minute I introduced myself," Weilbaker says. "I spent the next 17 holes getting the cold shoulder."