Brightline Initiative

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Our Guiding Principles

Acknowledge that strategy delivery is just as important as strategy design

Accept that you’re accountable for delivering the strategy you designed

Dedicate and mobilize the right resources

Leverage insight on customers and competitors

Be bold, stay focused and keep it as simple as possible

Promote team engagement and effective cross-business cooperation.

Demonstrate bias toward decision-making and own the decisions you make.

Check ongoing initiatives before committing to new ones.

Develop robust plans but allow for missteps — fail fast to learn fast.

Celebrate success and recognize those who have done good work.

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