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Get it wrong and your organization's very survival may be in jeopardy. Get it right and it can provide fuel for your growth for the foreseeable future. So, it ought to be treated as a major strategic initiative in your organization and given the allotment of resources that accompany such efforts.
Gather your best people for a brainstorming session. Capture the output and bring it to a more analytical group to refine. Put it in the hands of your best communicators to create the three versions mentioned above.
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- Dave Kahle
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