Wise Guys

Naples resident Peter W. Schutz, former CEO of Porsche AG and author of The Driving Force: Extraordinary Results with Ordinary People.

According to Schutz, one enduring quality makes a company great: its employees. "The one constant, the one enduring truth, is that people define the character of a company," he says. "They always have and always will. Motivated, passionate people make the difference between ho-hum mediocrity and extraordinary performance. Figure out how to access that motivation and ignite that passion and, boys and girls, you've got yourself a winner."

Here are some other observations from Schutz's book:

> Four of the most powerful words in the world are, "I need your help."

> Company icons are powerful. Don't underestimate that power. We saved the Porsche 911, the company icon, and I believe the company was saved with it.

> Pursue excellence, not success.

> Don't give your customers what they say they want. Instead, redefine customer expectations.

> Decide like a democracy. Implement like a dictatorship. Implementation is a time to do, not to talk. (Imagine trying to negotiate a tire change in a race pit.)