“There is a direct relationship between the absence of celebrity and the presence of good-to-great results. Why? First, when you have a celebrity, the company turns into “the one genius with 1,000 helpers.” It creates a sense that the whole thing is really about the CEO. At a deeper level, we found that for leaders to make something great, their ambition has to be for the greatness of the work and the company, rather than for themselves.”

— James C. Collins

James C. Collins, in interview in: Fast Company online magazine, October 2001.

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James C. Collins 22

American business consultant and writer 1958

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