Adman extraordinaire Jay Chiat once proudly told me his secret for getting people to take his calls. "I call the person's secretary and say, 'Tell X it's his doctor, and I have the results of his tests.' X rushes to the phone; it never fails," he said. Ten years later, he got one of those calls himself, except it wasn't a hoax. It was news of his own cancer. What's the worst call a person in power, at the top of his game, can get? "Hello, I have the results of your tests, and you have a brain tumor."