This book is at the top of my list when it comes to business books. To find the keys to greatness, Collins’s 21-person research team read and coded 6,000 articles, generated more than 2,000 pages of interview transcripts and created 384 megabytes of computer data in a five-year project. The findings will surprise many readers and, quite frankly, upset others. I routinely return to it for advice and guidance every time I make a long term business strategy decision. Highly, highly recommend!

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