From Good to Great: The Journey Explored

This chapter examines the evolution of the research question surrounding what propels great companies to sustain success, sparked by a pivotal 1988 course on entrepreneurship. It highlights a 25-year investigative journey into iconic businesses, contrasting success and failure while emphasizing core principles like Big, Hairy, Audacious Goals (BHAGs). The chapter also addresses the cyclical nature of business greatness, linking enduring principles to the vulnerabilities that can lead to decline.