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Customer Culture: How FedEx® and Other Great Companies Put the Customer First Every Day by Michael D. Basch

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Chapter 6. Relevance

Goals are accomplished to the extent people are committed to accomplishing them. To the extent that people find the goals relevant to them personally, they will do whatever is required and within their power to meet them.

If the goals are not as relevant to the action players, all innovation and direction must come from top management where there may be little visibility to customers or awareness of customer needs.

It sounds simple. Of course, goals must be relevant. However, management all too often assumes relevance based on a limited view from the top. In fact, in most cases, the people who do the work aren't even aware of the company's goals, much less find them relevant.

As with goals, much has been said and tried with regard ...

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