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Apply Extraordinary Force |
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Use the normal to engage, the extraordinary to win. |
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Frito-Lay knows how to apply extraordinary force at the point of sale with an army of drivers who restocks customers' shelves with uncommon frequency. With the extraordinary force of over two million agents knocking on doors, Avon is the world's number one direct seller of cosmetics. BMW's extraordinary effort takes a different approach in Retail 2000 which teams a single BMW representative with the customer during ownership. Allied Signal's six sigma effort strives for extraordinary quality and productivity.
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Virgin and its founder, Richard Branson, are masters of the extraordinary. From the publicity generated by extraordinary airport lounges and comfortable airplane seating to headline grabbing stunts like hot-air ballooning, Branson knows how to use the extraordinary to build a brand image and extend it to music, cola, vodka, and financial services. |
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This powerful idea of moving from the normal to the extraordinary works at every level and in every situation. The classic human relations case study occurred years ago at the Bell Lab Hawthorne plant when researchers determined that giving extraordinary attention to a small group of workers increased production. This study concluded that production went up regardless of whether working conditions were enhanced or made worse. The key was the extraordinary attention. Today, results are being achieved by human resources activities that apply the extraordinary. It may be as simple as applying teamwork to problem solving, finding new ways to get commitment, or initiating training programs. |
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The idea of using the extraordinary is an extremely simple concept that clearly identifies what must be done to win. Too often, our plans are based on using only the normal force, and the result is that only "normal" results are achieved. Every annual plan that simply adds "some effort" to what was done last year is only another dance. It takes the force of extraordinary effort to achieve extraordinary results. |
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The idea of using extraordinary force does not mean more of the same effort. Extraordinary action results from extraordinary thinking. A great way to get out of the box and extend your horizon is to engage in a structured brainstorming session. |
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