A while back, I read a book on an army Colonel who took over a demoralized company during the Vietnam War. One of the first things he did as commander was to rename his company “Hardcore” and require the soldier to repeat the name constantly. The idea was that the troops assumed they were screw-ups. They didn’t see themselves as tough soldiers. He changed their identities while changing their habits and disciplines. The impact of changing how the troops saw themselves was enormous. They approached excellence with zeal because they were the “hardcore.” This is an interesting idea that can be ap...
