Sublime

firm is selling its procedures, its efficiency, its availability: “Hire us because we know how to do this and…

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CFRs (Conversation, Feedback, Recognition),

performance, top-line goals must be clearly understood throughout the organization.

3. Value (and proof)

At PayPal we hired James Doohan, who played Scotty on Star Trek, to be our official spokesman. When we released our first software for the PalmPilot, we invited journalists to an event where they could hear James recite this immortal line: “I’ve been beaming people up my whole career, but this is the first time I’ve ever been able to beam money!”