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charisma but for extreme humility

coupled with intense professional will.

In his influential book Good to Great,

Collins tells the story of Darwin Smith,

who in his twenty years as head of

Kimberly-Clark turned it into the leading

paper company in the world and

generated stock returns more than four

times higher than the market average.

Smith was a shy and mild-mannered

man who wore J.C. Penney suits and

nerdy black-rimmed glasses, and spent

his vacations puttering around his Wisconsin

farm by himself. Asked by a

Wall Street Journal reporter to describe

his management style, Smith stared

back for an uncomfortably long time

and answered with a single word: “Eccentric.”

But his soft demeanor concealed

a fierce resolve. Soon after being

appointed CEO, Smith made a dramatic

decision to sell the mills that produced

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