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We often surround ourselves with the people we most want to live with, thus forming a club or clique, not a community. Anyone can form a club; it takes grace, shared vision, and hard work to form a community.

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Martin Sorrell

You must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders.