If you want to build a great company, you should expect excellence from every part of it. The output of every team can make or break the customer experience, so they should all be a priority. [See also: Chapter 3.1: Making the Intangible Tangible.] There can’t be any functions that you dismiss as secondary—where you casually accept mediocrity because it doesn’t really matter. Everything matters. And it’s not just about you. If your expectations are that everyone puts out their best work, if you’re looking at customer support articles that will be posted on your website with the same critical
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