We have slowly discovered that our most effective goal is to be best at certain things. We now try to get our people to help us work out what these things should be, how to define best objectively, and how to become best in our selected spheres. You would be surprised at how motivating this can be. James Brian Quinn quoted by Peters and Waterman in In Search of ExcellenceOf course, this is one of the same conclusions that Jim Collins found a few years later in Good to Great. These companies decided they could be the best in the world at something and pursued it. Steps two and three are very important 2) Define best objectively and 3) Actually become best in our sphere. These are questions that deserve thought, reflection, and above all, action!