The trick to building effective catchphrases is to keep them simple, action-oriented, and forthright:
"Create fun and a little weirdness" (Zappos), "Talk less, do more" (IDEO), "Work hard, be nice" (KIPP), "Pound the rock" (San Antonio Spurs), "Leave the jersey in a better place" (New Zealand All-Blacks), "Create raves for guests" (Danny Meyer’s restaurants).
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The Culture Code analyses the mechanism behind a successful team and what makes people genuinely engage in organizational goals.
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