Align Goals, Values, and Rewards company under, it was framed as one of the inevitable outcomes and risks of an unregulated free market. It often sounded as if I were inter- viewing the Godfather, "Nothing personal. It is just business." What he didn't anticipate was that his steamroller approach to mar- ket share often generated a corresponding mission from competitors and peripheral businesses. The monolith, who offered pre-packaged goods at a low price, was now challenged by the smaller customized and personal- ized alternative. They might have been in the same general industry, but they had entirely different purposes for being. Focused Vision/Compatible Values Big versus little, finesse versus heavy handedness, and customized service versus low cost supplier are all relative approaches to doing business. None are inherently right or wrong. The important point is that successful companies of all shapes and dispositions, whatever their value structure and culture, seem incredibly focused on their mission. Every action they take is consistent with achieving their goals. Every