Hsieh, who owns ten pairs of shoes and can't recall more than two of the brand names, insists Zappos' corporate personality gives it an edge on copycats.

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Since being a math or tech whiz is irrelevant to running most businesses, some companies have redoubled their efforts to find the perfect match of candidate and corporate personality.

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But such ventures as Visa Commerce will force Visa to transform almost everything about its business: its computer systems, its rules and regulations, its fee structure, its corporate personality.

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In a consumer or retail business, people like personality, they want to engage with personality and so when that faceless corporate that is very conservative, very risk-averse, never makes any noise, finally does something wrong my view is that people are a lot harder on it.

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She had always gotten where she wanted to go by cultivating her own personal quirks, charms, and unique personality, rather than fitting herself into some socially-expected corporate box and fitting in.

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Thus, thrill-seeking CEOs bring a certain element of this personality trait into the executive suite, as reflected by more aggressive corporate policies.

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