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From the Business Cause to a
Business Crusade
A
cause must be
big enough for a crusade.
A
cause is the real reason your
business exists. Cause is that
which gives rise to an action, a
motive, a principle, a belief
and purpose. A cause answers the
question "Why we are really
doing this?".
"A cause provides
a feeling of belonging, a sense
of purpose and loyalty, peer
pressure to perform, and a
catalyst for action," write
Jason Jennings and Laurence
Haughton in their
book It's
not the BIG and eats the
SMALL... it's the FAST that eats
the SLOW.
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