John Jantsch John Jantsch February 16, 2011 Edit
In the end, what every business seeks is commitment – from our customers, our staff, our partners, and our entire collaboration universe. Commitment erases friction, creates momentum and drives substantial profit.
But in a world where most everything our companies offer can be acquired somewhere, perhaps even from our own company, for free, how do you create the kind of company, product or service that drives people over the edge to commit – to pay for something that's available for free, to evangelize something for no tangible gain, or to pour their heart and soul into building something that yields far more than a paycheck or a promised result?
Those are the questions I've begun to explore of late. It's easy to look around and cite Apple or Zappos as shining examples of the kind of commitment I'm describing, but what about the company of two that's not quite crossed over the million dollar mark or the start-up or the company that's toiling away building a remarkable business completely out of the spotlight of the media.
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