Paul ran Boys' Side at Ramaquois when I was a camper in 1989, and that summer he renamed it The Pride. He handed the camp one word that meant hustle, cheer for your friends, and pick up your garbage. Decades later that word is still doing the work, long after he stopped running the division. One person started it and everyone since has decided to carry it.
This is the short version. The full lesson, with the story behind it, is in the book.
Take The Summer Camp MBA with you, or get the field notes by email while you work through the lessons here.