1. Focus on performance rather than results Companies who are solely focused on results encourage negative behaviours. If you think about a business that cares about nothing but the sale, then the staff will be incentivised to behave in a way that focuses only on the sale. They will lie and cheat in order to get the sale and the customer experience will suffer as a result. If you are only focused on winning pitches, but don‘t think about our performance throughout the pitch process, then opportunities to learn and refine that process are missed.