Everyone's heard about companies that seem to have everything--great products, enormous capital resources, reputation, skilled employees, advanced planning--and they still fail. Why? Perhaps they lack passion. Emphasizing big vision, mutual trust, and deeply held core values, Jim Lucas demonstrates how to win and keep the competitive edge by thinking with the heart as well as the head. He shows how a committed, passionate workforce can: * make shifts and leaps that strategic planning alone cannot envision * fight to achieve the organization's mission * bring continuous improvement, creativity, and innovation to their work * enjoy a more fulfilling life, personally and professionally, by committing to something greater than themselves.