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① The
→
Leaders/founder/→
CEO must
live the cause
②
Those around the leader must also live the cause
③
All key executives and
→
managers must be seen as living the cause
④
Everyone is invited to join the crusade
⑤
Those not joining the crusade are invited to leave
⑥
Reward activities that advance the crusade and punish those that don’t
⑦
Constantly celebrate the cause and crusade
⑧
Eventually, the cause and crusade become the reason for existence. |