Start with 1,435 good companies. Examine their performance over 40 years. Find the 11 companies that became great. Now, here's how you can do it too.

What started out in the public eye as an article in Fast Company (Built to last) has become a career as an author and consultant.

If you do nothing else then visit www.jimcollins.com and see what it's all about.

This books does however ask some good questions about how to go from being good to GREAT such as:

1. What am I(or what is the company) intrinsically passionate about?
2. What is the company\I good at? and does this "thing" come naturally?
3. Finally does this area that was chosen have "GREAT" potential?

On the other hand, here are some questions that I felt were left unanswered:

Can't you be GREAT at two things at the same time?

According to Jack Welch's book, you should strive to be #1 OR #2.
btw: Aren't there three medals awarded in the Olympics?

What about sales? The Mary Kay Company motto is "Nothing happens until somebody sells something." (from her book)

What about creating barriers to entry for competitors?

The one thing you have to get over is the USA focus. Forget the companies read for the big picture and the concepts.

THis book has created a cult following, read it and see why.