When you define the key characteristics you and your team need to develop, make sure they are both aspirational and instructive. When I say aspirational, I mean they don’t have to be characteristics you currently embody. They can be characteristics that demand improvement and change. And when I say instructive, what I mean is they should be immediately actionable when somebody hears them. A positive attitude is instructive, as is disciplined about making sales calls or quick to greet customers at the door. If your key characteristics are too vague, team members will not know how to act on them
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