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Companies Are People, Too

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Great companies and organizations project a strong sense of themselves that everyone can recognize: Disney’s imagination, Nike’s drive, IBM’s methodical dependability, or Nordstrom’s service.These companies know who they are, and they behave that way consistently, day in and day out. Successful, enduring companies have at their core a personality that we connect with and understand. In fact, all companies have a personality—because companies are people, too.

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