GOOD TO GREAT/COLLINS 108-109

109 But throughout the gtg companies, passion becomes a key part of the Hedgehog Concept. You can't manufacture passion or "motivate" people to feel passionate. You can only discover what ignites your passion and the passions of those around you.

The gtg companies did not say, "Okay, folks, let's get passionate about what we do." Sensibly, they went the other way entirely: We should only do those things that we can get passionate about. Kimberly-Clark executives made the shift to paper-based consumer products in large part because they could get more passionate about them. As one executive put it, the traditional paper products are okay, "but they just don't have the charisma of a diaper."