We got it right when we said that we were in search of excellence. Not competitive advantage. Not economic growth. Not market dominance or strategic differentiation. Not maximized shareholder value. Excellence. It's just as true today. Business isn't some disembodied bloodless enterprise. Profit is fine — a sign that the customer honors the value of what we do. But "enterprise" (a lovely word) is about heart. About beauty. It's about art. About people throwing themselves on the line. It's about passion and the selfless pursuit of an ideal. It's about John Young sitting in his little cubicle working in his shirtsleeves. It's cool. In Search of Excellence — even the title — is a reminder that business isn't dry, dreary, boring, or by the numbers. Life at work can be cool — and work that's cool isn't confined to Tiger Woods, Yo-Yo Ma, or Tom Hanks. It's available to all of us and any of us. ~Tom Peters