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Good to Great by Jim Collins
The Study:
For years, this question preyed on the mind of Jim Collins. Are there companies that defy
gravity and convert long-term mediocrity or worse into long-term superiority? And if so, what
are the universal distinguishing characteristics that cause a company to go from good to
great?
The Standards:
Using tough benchmarks, Collins and his research team identified a set of elite companies
that made the leap to great results and sustained those results for at least fifteen years. How
great? After the leap, the good-to-great companies generated cumulative stock returns that
beat the general stock market by an average of seven times in fifteen years, better than twice
the results delivered by a composite index of the world's greatest companies, including
Coca-Cola, Intel, General Electric, and Merck.
The Comparisons:
The research team contrasted the good-to-great companies with a carefully selected set of
comparison companies that failed to make the leap from good to great. What was different?
Why did one set of companies become truly great performers while the other set remained
only good?
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