FedEx’s strategy in these early years was simple: deliver time-sensitive packages with speed and certainty. But Smith and his team had also built a strong, “bleeding purple” (the company’s primary logo color) culture marked by a get-it-done ethos and disregard for external signifiers, including race, gender, and company status. Everyone mattered. Everyone had the agency and obligation to contribute in meaningful ways. Diane’s bold decision making created a lifeline for FedEx, and it wasn’t a charismatic CEO or a well-defined strategy that made the difference. Those things may have pointed out
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