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C O N C E N T R AT E O N T H E

TA R G E T, N O T O N

T H E W E A P O N

Foc us on what m at te rs mos t

iewers of The Apprentice were shocked when I fired four
Vcandidates in one episode. I took this drastic and unprece-
dented step because I was disgusted with their performance on a
sales task and couldn’t decide who among them did the worst job.
So they all crammed into a taxi for the final ride home.
In that episode, the Excel team lost their focus. Its members
spent most of their time creating a remarkable presentation that
shoppers loved. So much so, that they spent all of their time at
the batting cage and didn’t buy goods. Although Excel created a
popular attraction, what good did it do? It didn’t increase sales; in
fact, store sales decreased. Excel missed the boat by forgetting the
task’s overall objective.

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