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Abstract

Don't just lead by example, Gitomer advises. Set a standard for others to follow. Leaders who do this will prove not only their own authenticity, but also that of their organization. They must “rate their own reality.” Bland, forgettable mission statements don't have the force of strong customer promises backed up by being the best at what you do. Leaders who are preoccupied with “making the last dime for their shareholders” will find that their time is better spent communicating continually inside and outside their organization.