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Charismatic leaders sometimes assume that they can avoid this trade-off by sheer force of personality. If they just get everybody fired up, the kinks will work themselves out. But you can't design a system that is based on the faith that all of your employees will perform heroically, all day, every day, for an indefinite period. For a system to work, excellence must be normalised. And you don't get to that point by demanding extraordinary sacrifice. You get there by designing a model where the full spectrum of your employees — not just the out- standing ones — will have no choice but to deliver excellence as an everyday routine. You get there by building a system that just doesn't produce anything else.