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Considering the strong spending power of the still-expanding middle class population of China, it seems wise  for businesses that have avoided China so far to start looking in that direction.

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Here's why cultivating a brand is more than just advertising. With the internet in our hands, there's so much at stake when it comes to attracting and retaining clientele. Today's consumers are bold and savvy about researching the specific products they intend to purchase and they don't have a problem calling a brand name out over social media regarding its lack of transparency about its merchandise, services, or a timely topic that could affect the bottom line.  At the end of the day, If a company falls short on delivering a marketing promise, seems out of touch with its target audience, or strays away from its original core values, chances are it runs the risk of losing respect and loyalty of its major stakeholders.  Below, 16 members of Fast Company Executive Board offer tips on how to walk your talk—internally and externally—and why it's so important.

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Setting targets can help set your team up for long-term success. In the business world, it's important to set and achieve quarterly goals if you want your company to experience success with its clients, in the marketplace, and remain in business. It's also necessary for leaders to make those milestones realistic enough for the team to attain them and avoid burnout or attrition from the heavy workload. Below, 15 Fast Company Executive Board members share their advice on how to tackle quarterly goals in 2022 without feeling overwhelmed, under pressure, and fatigued.

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Steer your team of leaders and employees in the right direction.  Business and technological solutions may be changing every day, but your concept for launching a successful startup in the first place doesn't always have to. In today's tight and uncertain economy, full of new ideas, services, products, and platforms, how do you ensure that the team will continue to align and carry out your company's initial values and expectations? To equip other leaders worried about these same issues, experts from Fast Company Executive Board provide 15 ways to keep your original company concept and mission top of mind and in place. The team can continue a focused journey on where the company stands, which also includes flexibility and openness to innovative ideas about the future of daily workflow.