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This chapter is excerpted from 'The Cultural Sales Leader'. This book is about sales leadership, creating a performance culture, and followership. It is about creating a vision and then building an organization and approach which will make that vision a reality. It's about building a people-first culture that is bound to the mission you have set out and it is about thinking beyond the present to where you want to be as an organization in three to five years' time. This book is for anyone interested in business, sales, sales leadership, or organizational culture building - no matter the level of experience or seniority. It contains the templates and approaches to help you shape the way you identify, create, analyze, and execute on your people-first strategy, while bringing the entire organization along with you to attain sustainable, transformational results. The author outlines a layering process to becoming an expert in your business and identifying the key growth areas to allow you to get beyond the pure focus of your current financial year. It is about how you build a growth engine. The pathway to achieving this most effectively is through your people and culture. Get the people element right and the results will come.