Within every company, say organization researchers Terrence Deal and Allan Kennedy are the legends, heroes, rituals that form "the heart, soul and spirit of the business." Some examples:

* When an Intel employe does something well, the founder calls him or her into his office, reaches in his desk and produces a handful of M&Ms.

* An NCR executive once returned from lunch to find his desk and chair parked on the curb in front of the factory. After seeing his furniture soaked in kerosene and then set afire, he fled. "This was not a humane way of being told you're through; but whatever the executive had done to deserve this, the deed was probably never repeated by others."

* At Addison-Wesley Publishing Co., a bronze star is passed from one achiever to the next. At the same time, a "Martyr of the Week" award consoles the person having the roughest time.

* Top Mary Kay Cosmetics saleswomen are awarded diamond bumblebee pins as a reminder of the founder's "have confidence" motto. According to aerodynamic principles, bumblebees shouldn't be able to fly. But they do.

* An esteemed Foxboro Co. engineer received a golden banana upon his retirement, marking the day he created an important technical device and was rewarded with part of the boss' lunch.

* Vector Co. has weekly "friendship lunches" where nine people from around the company sign up to dine with founder Lore Harp or one of the vice presidents.

* When new engineers joined General Electric, executive Charles Steinmetz invited them home for the weekend. Once he adopted one of GE's leading engineers as his own son. The man's whole family moved into Steinmetz's home and lived there 20 years.