I can’t tell you.

“So anyone picking up this book may first ask, what is Semco?

“I can’t tell you. If you ask me to describe it in conventional business terms, I’d have to admit I have no idea what business Semco is in. For the last 20 years, I have resisted defining Semco for a simple reason: Once you say what business you’re in, you create boundaries for your employees, you restrict their thinking and give them a reason to ignore new opportunities. ‘We’re not in that business,’ they’ll say.

“Instead of dictating Semco’s identity, I let our employees shape it with their individual efforts, interests, and initiatives.”

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