What's wrong with "pursuing excellence"?

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The term “excellence”, while a great concept, is essentially undefined. By putting efforts into “Operational Excellence” and the “Pursuit of Excellence”, organizations are not providing workers with anything tangible to work toward, and are ultimately causing confusion. Confusion generates resistance because a confused mind says “NO”. In addition, adding the word “pursuing” or “pursuit” is the same as using the word “try”, which ultimately implies little (if any) true commitment. What should you use instead? Tim Autrey offers a much more tangible, definable, and ultimately powerful alternative in this video.

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