Are you serious about excellence? Or is that just another me-too advertising campaign? In their book "Now, Discover Your Strengths", Marcus Buckingham and Donald O. Clifton talk about moments of truth, about how the daily work of your cleaner makes a more direct impact on your customers than your work as the CEO.

To begin work towards excellence, a company need to "define excellence in each and every role and then pay on it", to make each role (yes, even the cleaner's) a genuine career choice.

Imagine how powerfully empowering that would be?!! It sure beats spending big bucks just to include the word "excellence" in your marketing campaign.