FinX is a big promise to their customer basis that we will deliver your packages on time.

They have that famed commercial of if it absolutely positively needs to be delivered by tomorrow,

we'll make it happen.

Well, that's the promise they make. Then we say what's the one

function, the one activity, the one doing activity that is most important in making that

promise a reality. Therefore what's the one function that supports our survivability and

thriveability?

Because we've determined that delivering packages on time is what we want to be known

for, what we want to thrive on.

Well, the one activity behind that that's most

important to FedEx is logistics, the movement of packages. Therefore, they need

to invest in and protect logistics more than anything else. It is the number one activity.

To the point where if it's getting threatened, they have to reallocate resources to get up and running again.

And it's funny, it gets ironic, it gets threatened every single year. Usually around the winter holidays, you know, when we're recording this, we're starting to approach them very rapidly. And what happens is shipping demand increases. More packages

get shipped during the final quarter than any other quarter by a long shot. What FedEx does

is they don't say, hey drivers drive faster drive better.

No, the management team gets their butts from behind his desks and out into the trucks themselves.

They hire additional staff.

They make sure the QBR logistics for them keeps humming along.

So in the step two, as small business owners,

we need to figure out what's the promise we're making to our customer?

What's the one thing we want to be known for?

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