SET BIG GOALS My company has been a platinum United Way supporter for ten years, and I have served as a United Way volunteer several times.  One year, the regional director who knew my experience in effecting change asked: “Our regional campaign grows about three percent a year. I think it’s because we aim to grow that much. What can we do to grow by 50 percent?”  I responded: “We need a... 

If you have traveled domestically or internationally, you’ve probably noticed that McDonalds’ hamburgers are the same everywhere. It’s not an accident. Senior managers at each franchise are required to participate in training at the corporate facility known as “Hamburger University.” In addition, McDonald’s has written procedures for every facet of its operation. What’s more, because... 

A mid-sized business in the Washington D.C. area branded itself as the Project Management Company. The truth is that hundreds of companies within 25 miles of the Nation’s Capital routinely provide project management services to government agencies, many of them as effectively and at lower cost. But this company clearly communicated to customers and employees that its corporate purpose was Project...