Clear Nonnegotiables
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processes in the company. DBS creates a consistent language and
lens on business that can be applied from shop floor operations
to sales force optimization—a mutually reinforcing system.
Liberate Positive Energy
Nonnegotiables reinforce what is special about a company and
can even be a source of pride for its employees. They are a key
method by which the CEO and the front line can compress the
distance between each other. Just consider this statement of
Apple’s core values, a high-level form of nonnegotiable in that
company:
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• We believe that we are on the face of the earth to make
great products.
• We constantly focus on innovation.
• We believe in the simple, not the complex.
• We believe that we need to own ...