C a m b r I d g e

pioneers commanded an average market share of 29 percent, while the followers achieved 
less than half that, only 13 percent - even though their product might have been better.
Insisting on excellence in everything we do is time-consuming, wastes energy and leads 
to losing out on opportunities. Sometimes, second-rate work is more worthwhile than 
excellence. ‘Make sure it’s excellent’ 
sounds
 like a good approach to business, but the ‘just- 
get-started’ approach is likely to be more successful.
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Audioscripts
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Good morning, Kenton Festival box office. How can I help you?
Oh, good morning. I’m coming to Kenton for a few days’ holiday next month, and a 
friend told me there’s a festival. She gave me this number to find out about it.
That’s right, the festival begins on the 16th of May and goes on till the 19th. 
Example
Oh, that’s great. I’ll be there from the 15th till the 19th. So could you tell me the 
programme, please?
Well, on the first day, there’s the opening ceremony, in the town centre. People start 
gathering around 2 o’clock, to get a good place to see from, and the events will start 
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at 2.45, and finish about 5.30.
OK, thanks. I’ll make sure I get there early to get a good spot.
The festival will be officially opened by the mayor. He’ll just speak for a few minutes,