Instead of hiring "people that care", Godin suggested training people to pretend to care. His reasons are simple. First, it's hard to get people who care. Second, positive feedback will get them to actually care.
http://sethgodin.typepad.com/seths_blog/2008/04/pretending-that.html
http://sethgodin.typepad.com/seths_blog/2008/04/pretending-that.html
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