Our business begins with never losing sight of the end goal. What is the challenge we were hired to address? It might be driving sales, protecting or building reputation, or both. Along the way, we also must frequently make tough choices in the heat of moment about prioritization, brand culture, strategy, word choices and more. And throughout it all, there are frequently difficult conversations that may not be popular at the time but hopefully prove out in the long run.

My son’s hockey coach demonstrated great character recently and it was worth reviewing through a business lens here on the Elasticity blog…..

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