Collins further suggests that "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" (Farias, 41). Jim Collins also suggests that before searching for strategy and vision to make a great enterprise, one first look for the people who will make it a great enterprise, he claims "The ultimate throttle on growth for any great company is not markets, or technology, or competition, or products. It is one thing above all others: the ability to get and keep enough of the right people" (McCleave; Gale, 124).

Jim Collins further emphasizes on the value of ethics and principles by stating that the old adage "People are your most important asset" is hugely wrong. He laments that people are not assets, only the right people are the most important assets, wrong ones are the burden and it would be beneficial to get rid of the wrong ones. Furthermore, he also laments that compensation or rewards cannot change the wrong people to be the right ones stating "the purpose of a compensation system should not be to get the right behaviors from the wrong people, but to get the right people on the bus in the first place, and to keep them there" (Chanda; Krishna; Shen, 329)

Collins also suggest that the motivation behind doing something great cannot be the benefits that will be obtained by doing that, rather the motivation can only be the fact that it can be done to achieve the levels of greatness. About motivation, he says "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." (Farias, 41) He suggest that a right person is not because he is skilled, nor his specific knowledge or vast experience can make him the right person, the right person on the other hand has more to do with the character and the innate capabilities of the person. Again, Jim Collins suggests that strong ethics and rational characters only can achieve or make it possible for a company to...

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