It is hard to imagine a small giant whose leader does not recognize his, or her, starfish. Indeed, you could argue that a small giant’s mojo comes, in part, from an active appreciation of a business’s potential to make a positive difference in the lives of the people it comes into contact with. That appreciation is a common characteristic of all the companies in our sample, and it makes possible the intimacy they are able to achieve with employees, customers, suppliers, and the community—an intimacy that is both one of the great rewards and one of the crucial generators of the mojo they exude.
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