Answer: Winning a coveted award creates a win-win-win. First, your customers win because you are forced to do quality work that will stand up to the scrutiny of wise judges. Second, your employees win because they will be called upon to reach deeper. They will be asked to set a higher standard for themselves. And, when the award comes home, they are feel proud to be part of a company that is recognized as outstanding among its peers. The business wins because winning an award will have a positive impact on sales. The awards process creates an an achievement momentum which doesn't stop even when the contest is over.

You think about it: What awards should you go after?