Genuine confidence is what launches you out of bed in the morning, and through your day with a spring in your step.

Don't take care of your career. Take care of your people. They will take care of your career.

...the question, Why try for greatness? would seem almost tautological. If you're doing something you care that much about, and you believe in its purpose deeply enough, then it is impossible to imagine not trying to make it great. It's just a given.

If your company disappeared, would it leave a gaping hole that could not easily be filled by any other enterprise on the planet?

It's more important than ever to define yourself in terms of what you stand for rather than what you make, because what you make is going to become outmoded faster than it has at any time in the past. ...hang on to the idea of who you are as a company, and focus not on what you do, but on what you could do. By being really clear about what you stand for and why you exist, you can see what you could do with a much more open mind. You enhance your ability to adapt to change.

Level 5 leaders are a study in duality: modest and willful, humble and fearless.

A visionary company doesn't simply balance between idealism and profitability: it seeks to be highly idealistic and highly profitable.