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CHAPTER TWOimageAny Business Can Do It

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EVERY INDUSTRY IS DIFFERENT. Customers and competitors, products and production systems, supply chains and distribution networks, and a host of other variables all differ from one industry to the next.

When I started this book, one of my questions was whether a mission-driven approach could work in any industry—or would be successful only in a handful of industries with very particular characteristics. At the conclusion of my research, I can’t say for certain that a values-based approach will work in every

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