What Do You Stand For?

Collins, Jim
October 2011
Leadership Excellence Essentials;Oct2011, Vol. 28 Issue 10, p5
The article discusses the need for businesses to define themselves in terms of what they stand for in order for them to enhance their ability to adapt to change. It cites the example of Motorola whose conception of purpose made it immune to the market forces affecting TV manufacturers. It provides the characteristics of a good expression of a company's core purpose such as it should be absolutely inspiring to those within the company, 100 years validity and must be truly authentic.


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