Good to Great by Jim Collins

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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