The specific content of the dominant beliefs of the excellent companies is also narrow in scope, including just a few basic values: 1. A belief in being the “best” 2. A belief in the importance of the details of execution, the nuts and bolts of doing the job well 3. A belief in the importance of people as individuals 4. A belief in superior quality and service 5. A belief that most members of the organization should be innovators, and its corollary, the willingness to support failure 6. A belief in the importance of informality to enhance communication 7. Explicit belief in and recognition of
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