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**The Importance of Culture in Business - Culture Trumps Strategy **
I ran a competition internally. During that competition, everyone crushed their numbers for sales. And then what's happened is that just in the last three days or four days since the competition has ended, the daily sales have cut in more than half as a group collectively. The main secret is that like, you have to genuinely believe that you're saving your prospects from a marketplace that wants to take things from them. That's really what it comes down to.