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  • Anna Fedorova thinks this is interesting:

the Beams ask their clients to develop a vision of their core strategic positioning and a vision of who they want to become. Through that process, we were able to make clear to ourselves and all our employees that we were not just a computer book publisher that also happened to do conferences and online publishing, but that our core business was something much deeper. As I came to realize, our business was really “changing the world by spreading the knowledge of innovators.”

From

Cover of WTF?: What's the Future and Why It's Up to Us

Note

This relates to Simon Sinek's point "Start with why", which is key for leadership in inspiring action. Great ted talk here:
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action