company needs to be able to articulate exactly what it does, whom it serves, and against whom it competes. Why? Because all employees should be made … - Patrick Lencioni

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company needs to be able to articulate exactly what it does, whom it serves, and against whom it competes. Why? Because all employees should be made to feel like salespeople or ambassadors for the firm, and they cannot do this without a fundamental understanding of an organization's business. More important, without this understanding, employees cannot connect their individual roles to the overall direction of the larger organization.