Page 138 - Getting to the Heart of High Performance

In fact, leaders have a fiduciary responsibility to protect

and nurture their organization’s deep strengths,
because this represents part of a company’s net worth.
Deep strengths are simply a different class of assets—

intangible and ephemeral like a brand, but perhaps
with more inherent value than an organization’s hard
assets. It’s worth noting that, at the beginning of the
twenty-first century, Coca-Cola had an estimated brand
value of over $72 billion. How much might deep

strengths be worth?

STILL WATERS RUN DEEP

Organizations spend big and strategize at length to build
their brands, yet hardly a dollar gets invested in develop-
ing deep strengths. Does this make any sense at all?

We know that performance begins inside the head, that
it is born of our thoughts and emotions. We also know

122 DEEP STRENGTHS