Plumeri's fourth road sign — 'anything is possible' — was backed by perhaps his most audacious story. In 2009, during the depths of the financial crisis, he decided to rename the Sears Tower in Chicago, one of America's most iconic buildings. Everyone told him he was crazy. He went on local radio, where the host mocked him with a fake British accent expecting a fancy executive. Instead, Plumeri leaned into the microphone and said, 'How ya doin'?' — the same greeting he'd used when he walked into Willis Group's London offices as an Italian-American from Trenton. The building is now called the Willis Tower. His lesson: there was no magic. 'The answer was simple. I asked.'