Anyone who’s ever been involved in corporate strategy sessions knows the hours and struggle that go into stating the obvious: who the corporation is, what it does, and what it wants to achieve. And after all the time spent arguing over every comma and word, the vision and mission roll out. And the words look fairly alike, regardless of the company. What differs is the discussion behind them. Recently Rockwell Collins took umbrage with its own words. As Kelly Ortberg moved into his ...


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