If you cannot risk, you cannot grow. If you cannot grow, you cannot become your best. If you cannot become your best, you cannot be happy. If you can… - Gino Wickman

Brainstorm with your leadership team and list what you believe to be the biggest frustrations, fears, and worries for your potential customer when doing business with you. The ideal guarantee is backed up by a tangible penalty if you don’t deliver on it. Your guarantee must drive more business or enable you to close more of what you’re not winning.

Once they’re defined, you must hire, fire, review, reward, and recognize people based on these core values.

Simplifying your organization is key. This entails streamlining the rules you operate under as well as how they’re communicated. The same goes for your processes, systems, messages, and vision. Most organizations are too complex when they begin.