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I achieved my goal by not my aim. That happens a lot, we honestly translate aims to goals. And then we do stupid things in the name of the goal that gets it the way of the aim. We forget the aim sometimes and put the goal in its place.
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The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.
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Great leaders are almost always great simplifiers, who can cut through argument, debate and doubt, to offer a solution everybody can understand.
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