If your company is having trouble attracting fabulous people, it is because your company sucks.



This chapter is a bit tricky.

As you’ve noticed, each section in this book ends with a chapter that’s very how-to focused, a chapter that loads you up with practical tips for living out what was described in the previous chapters. This section is all about the third part of our key phrase—do what you love in the service of people who love what you do. This chapter is supposed to provide practical how-tos for getting people to love what you do. But is that even possible?

We all want to be loved. It’s a basic need, right? The thing is, we can’t make anyone love us—or what we do. Reciprocal love is a ...

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