There aren't a lot of things that people won't do when the going gets tough, when they are asked, or others are doing it. Will you stay late tonight to get the report finished? Absolutely. Will you take on additional work when there are layoffs in your group? Certainly.
But do you do those things when you don't have to? Do you stay late to finish a project to turn it in a week early? Do you come to the meeting 5 minutes early when everyone else arrives 5 minutes late?
The trick isn't doing things other people will do when asked or necessary. The trick is surprising people with what you do every day.
What can you surprise people with today?
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