... first American books written about Japanese busi-ness, Japan s Managerial System, Harvard Business School professorMichael Yoshino explained that the basic building block of Japanesesocial structure ... that a com-pany that understands the power of human passions, and managesthose passions in its customers, its employees, and its leaders, will cre-ate value faster than its competitors. DoCoMo ... efforts, to leadthe market, and, ultimately, to lead a global industry.These findings force us to propose a radical, almost embarrassingidea: In managing your business, human passions matter....