On April 14^th, 1865, while hanging around Ford’s Theatre reading his mail, Booth learned that Lincoln would be attending that evening’s performance of Our American Cousin. At that moment, Booth decided to carry out his assasination plot.Once the exhilaration of successfully executing the initial phase of his plan passed, Booth quickly realized that his script had no Second Act. Much like an entrepreneur who orchestrates a successful product launch or pivotal partnership which subsequently fails due to poor execution, Booth had not planned how he would capitalize on his initial success.

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