A business is not just a logo, a brand or a balance sheet; nor is it just a payoff line, or a piece of paper. It’s not just the building it’s housed in. It’s not just the staff and leadership. The business itself is just like a person, it has an identity, name, culture, history, a future and a value system that responds to praise, pain, effort and recognition. It can shrivel up under long-term strain and thrive if nurtured. It’s alive with impetus, and can be hurt or helped. It has friends and allies, those who will defend it to the end and help it along at every point.

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