I used to be in the shipping industry.
I had a great boss who taught us that you should always always motivate your staff to be the best.
"Shoot for the stars, for if you miss, you get the moon" he said.
Now that I'm running a business of my own with a big group of staff to feed, I have to inculcate the exact same culture into my associates.
I remember this quote:
If you want to build a ship, don't drum up people together to collect wood and don't assign them tasks and work, but rather teach them to long for the sea.
- Antoine de Saint-Exupery
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