It’s not easy. But all that attention, that care, the quest for perfection—they’ll raise the team’s own standards. What they expect of themselves. After a while, they’ll work incredibly hard not just to make you happy, but because they know how much pride they feel when they do world-class work. The entire culture will evolve to expect excellence from each other. So your job is to care. Because you’re it. You’re the top of the pyramid. Your focus, your passion, trickles down. If you don’t give a shit about marketing, you’ll get shitty marketing. If you don’t care about design, you’ll get
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