11. Preserve the Core& Stimulate Progress CORE TO PRESERVE COMPANY BHAG’S TO STIMULATE PROGRESS Being on the leading edge of aviation; being pioneers; risk - taking Boeing Bet the pot on the B- 17, 707, 747 Seek superiority in all we undertake; Spend a lot of time making customers happy IBM Commit to $5 billion gamble on the 360; meet the emerging needs of our customers We are about cars--- especially cars for the average person Ford “ Democratize the automobile ”