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All organizations seek to establish common goals that will help them meet strategic objectives, rally their employees and inspire shareholders. These goals, set by the senior executive team after soliciting input from key (or even all) departments within the organization, are usually blessed by the Board, polished by professional communicators, and launched to the wider employee community with great fanfare. Think of all the coffee mugs, notepads and pens with aspirational phrases such as "The Drive for Five Billion" or "Putting Our Customers First" you've seen throughout your career.
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