Product Description

Can a good company become a great one and, if so, how? After a five-year research project, Collins concludes that good to great can and does happen. In this book, he uncovers the underlying variables that enable any type of organization to make the leap from good to great while other organizations remain only good. Rigorously supported by evidence, his findings are surprising - at times even shocking - to the modern mind. "Good to Great" achieves a rare distinction: a management book full of vital ideas that reads as well as a fast-paced novel.

Product Details

• Amazon Sales Rank: #915 in Books
• Published on: 2001-10-04
• Original language: English
• Binding: Hardcover
• 324 pages

Amazon.co.uk Review
Five years ago Jim Collins asked the question, "Can a good company become a great company, and if so, how?" In Good to Great Collins, the author of Built to Last concludes that it is possible, but finds that there are no silver bullets to greatness. Collins and his team of researchers began their quest by sorting through a list of 1,435 companies, looking for those that made substantial improvements in their performance over time. They finally settled on 11--including Gillette, Walgreens and Wells Fargo--and discovered common traits that challenged many of the conventional notions of corporate success. Making the transition from good to great doesn't require a high-profile CEO, the latest technology, innovative change management or even a fine-tuned business strategy. At the heart of those rare and truly great companies was a corporate culture that rigorously found and promoted disciplined people to think and act in a disciplined manner. Peppered with dozens of stories and examples from the great and not-so-great, Collins lays a well-reasoned roadmap to excellence that any organisation would do well to consider. Like Built to Last, Good to Great is one of those books that managers and CEOs will be reading and rereading for years to come. --Harry C Edwards

Sunday Times Business Books of the Year
'in this category (management books) there is nothing to touch Jim Collins... It is essential reading.'

From the Publisher
The best-selling Built to Last answered the question of what it takes to build an enduring, great company from the ground up. Good to Great answers an even more compelling question: can a good company become a great one and, if so, how?

Customer Reviews

Achieving and continuing spectacular business success
In 1994, Jim Collins and Jerry Porras wrote one of the most successful management books of the last decade: Built to Last. Collins and Porras had studied 18 visionairy companies, many of which had existed for 60 years or more. These companies had a strong focus on values and people and great ability to to learn and exchange knowledge. They gave less priority to maximalizing shareholder value but paradoxically outperformed the market enormously. In a conversation with Jim Collins, McKinsey director Bill Meehan said he, too, loved the book, but added: "Unfortunately, it's useless". He explained why. The companies featured in Built to Last had always been great companies. But because most companies are just good (not great) they are not interested in a book which shows how to stay great (Built to Last) but in a book that shows how to become great. The matter inspired Collins. He built a research team of 15 people and started a 5 year study.

The team tried to identify companies that had jumped from good to great and had managed to continue their great growth for at least 15 years. They found 11 of these (Abbott, Circuit City, Fannie Mae, Gilette, Kimberly-Clark, Kroger, Nucor, Philip Morris, Pitney Bowes, Walgreens, Wells Fargo). These good-to-great companies (GTG's) outperformed the market by a factor 6.9 in the 15 year period of the analysis! (General Electric outperformed the market 'only' by a factor 2.8 between 1985 and 2000).

The study focused on the question: what did the GTG's have in common that distinguished them from comparable companies in comparable circumstances? The GTG's were compared with two sets of other companies: 1) the direct-comparisons: companies within the same sector and in comparable circumstances, 2) the unsustained comparisons: companies that had had a breakthrough but that had not been able to continue their success. Collins intended to, from the ground up, build a theory which could explain the successful transformation of the GTG's.

As it turned out, all of the GTG's had a period of build up, preparation (often lasting many years) before the breakthrough moment. Three phases could be identified:

PHASE 1: DISCIPLINED PEOPLE
1. LEVEL 5 LEADERSHIP: contrary to the expectation, leaders of the GTG's turned out to be quiet, self effacing and even shy. At the same time, however, they were very determined. Mostly, they were leaders that came from within the company and that have remained unknown to the greater public.

2. FIRST WHO...THEN WHAT: also contrary to what you might expect was that GTG's first got the right people on the bus and the wrong people off and only then focused on strategic direction and vision.

PHASE 2: DISCIPLINED THOUGHT
3. CONFRONT THE BRUTAL FACTS (..BUT NEVER LOSE HOPE). Characteristic was a combination of realism and hope.
4. THE HEDGEHOG CONCEPT (SIMPLICITY IN THREE CIRCLES): just like a hedgehog, the GTG's seemed to have a very simple but effective success formula: all of the activities of the company had to lie within the intersection of the following three circles: 1) what can we become best in the world at? 2) what are we passionate about? 3) what can we make money with?

PHASE 3: DISCIPLINED ACTION
5. CULTURE OF DISCIPLINE: the GTG's turned out to have a culture of discipline that made hierarchy and bureaucracy largely superfluous.
6. TECHNOLOGY ACCELERATORS: none of the GTG's had technology as a cause of the success, but technology did play the role of accelerator of the success.

Collins rather convincingly demonstrates the validity of this model. All of the GTG's showed these practices throughout the 15 year period, while none of the direct comparisons did. The unsustained comparisons showed some of these practises often right until the moment of their decline.

Looking at the share price development of the GTG's, you might expect that there has been a clear marking point of the transformation because their share price stays rather flat at first (for many years) and then just suddenly takes off and keeps on going up. An important finding of the team was, however, that there were nó special change programs, and nó breakthrough decisions or products. On the contrary, the process evolved very fluently. To eplain, Collins uses the metaphor of the flying wheel. When you start to turn this wheel it goes heavily and moves slowly. But by continuously keeping on turning the wheel, it starts to build momentum and then, just suddenly, a point is reached at which the wheel turns at great speed without you having to turn it any harder than at first. Is this the practice of many companies? Not at all! The reality of many companies is nót consistently following a chosen path but rather swinging from one hype to another.

I think this research evokes one principal issue. That the concept 'great' is operationalized in a financial way is easily understood from a practical standpoint. This criterion is clear and rather easily obtained and makes it easy to compare the companies scientifically. But is 'great' the best word to describe spectacular financial success? Does their financial success necessarily make GTG's 'great'? Wouldn't that be like saying that Bill Gates en Silvio Berlusconi are great people while implying Martin Luther King and Mother Theresa are not?

But, having said that, demonstrating how companies achieve and continue spectacular financial success, in itself, is extremely interesting and valuable. This is a terrific book that, I think, has the quality to equal or perhaps even surpass the success of Built to Last. Unlike most management books (which contain creative but highly speculative ideas), the message of this book is based on well-designed research and mindful interpretation of results that is explained and justified terrifically. Despite this thoroughness, the book remains a pleasant read. A pity that the book does not offer some more practical suggestions to help readers get started. I think that would have made it even better.

A New Way to Look at Growing Your Business


"Good to Great: Why Some Companies Make the Leap... and Others Don't" by Jim Collins was a real eye opener for me.

In this book, Jim Collins, observes 28 companies over the span of 5 years. Over this period of time 11 of the companies make the leap from "Good to Great". The findings in this book were truly eye opening and inspirational. I loved the chapter on Level 5 leadership. Collins starts the chapter using a quote by Harry S. Truman "You can accomplish anything in life, provided that you do not mind who gets the credit". This is the essence of the book.

I also loved that in this book he speaks about how the executives that ignited the transformation for companies that went from good to great, did not figure out how to drive the bus, but how to get the right people on the bus (and the wrong people off) and then they figured out where to drive it.

Another book I really enjoyed reading about transformation is Being Here: Modern Day Tales of Enlightenment by Ariel & Shaya Kane. Any person who is looking to grow their business would greatly benefit from reading both these books.

Interesting research and a 'How to' guide
I know I'm enjoying a business book when it provokes a reaction in me along the lines of "I've always sort of known that - and now I've got the evidence to prove it." This book did that for me all the way through.

The evidence is Collins' research, conducted over five years and focusing on eleven companies that met his team's criteria for 'Good to Great' ie: they went from average performance to outperforming the market and sustaining it for 15 years.

The research, and the book, shows a model that these eleven companies adhered to (although they were unaware of it at the time) that should, in theory, be possible to replicate in any other organisation to achieve greatness.

That is the appeal: the possibility that following this model, validated by the research, WILL lead to great performance. It's an extremely attractive prospect and one that my organisation has already taken steps to achieve.

Very rarely does a business book spark such an immediate and enthusiastic reaction throughout the team I am part of, but this book did. So far, much of Collins' language has become part of our vocabulary:

"First Who...Then What": the need to 'get the right people on the bus' before deciding strategy.

"Confront the Brutal Facts": get really clear on the current state of the organisation, being authentic with each other and 'telling it like it is'.

"The Flywheel": recognising that constant, small actions will build momentum for the transformation from Good to Great.

It all sounds achievable, the challenge is maintaining another of Collins' key requirements: Disciplined Action. Can we keep it up? For example, Collins' research showed that it took these eleven organisations an average of four years to *really* discover the uniqueness in their product/service offering and capitalise on it.

That said, they didn't know at the time they were transforming themselves from Good to Great, and didn't have Collins' roadmap to help them on their way - so we're hoping we can discover our uniqueness a little quicker.

This is a fascinating piece of research and a practical tool for improving organisational performance.

If you're concerned about reading this book and discovering what you need to do in your organisation, but then feel unable to implement it, I would recommend 'The Knowing-Doing Gap' by Jeffrey Pfeffer and Robert Sutton. It's got some great ideas for overcoming this problem.

'Good to Great' acted as inspiration for us in discovering how we can achieve breakthrough levels of performance. I hope it does for you too.