3. The Greater Goal

Quinn wrote words next to the star and pushed the placemat toward Alex.

Commit to the Greater Goal


“The Greater Goal? Mine or the company’s?” Alex asked.

“Both actually,” Quinn responded.

“If you’re talking about the Beckley mission and vision statements, we have those: I read them. They are pretty good.”

“This is deeper, Alex. The Greater Goal describes the very best you aspire to for customers, employees, and frankly, the world. But it’s more than a description. It should effectively call each person and team to give their absolute best. It provides the strategic frame for determining what business you should be in to add ...

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