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Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd by Karl D Speak, David McNally

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Helloooo, Federal

Think about FedEx for a moment. The FedEx brand promise is “An unrelenting commitment to deliver.” As a customer, you may never have heard that promise stated in just those words. But if you're working for FedEx, whether sorting packages, driving a delivery truck, setting up airfreight schedules, or buying new computer systems, this promise provides a simple guide for your actions. It can lead to extraordinary responses.

Within FedEx, there are stories of drivers who have gone to amazing lengths to meet the company's delivery commitments—for example, picking up a locked drop box, concrete pedestal and all, to get the packages within it to the sorting center on time.

You can see that if everybody in a business organization lives ...

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