GOOD TO GREAT/COLLINS 95-97

97 If you become the best at something, you'll never remain on top it you don't have intrinsic passion for what you are doing. Finally, you can be passionate all you want, but if you can't be the best at it or it doesn't make economic sense, then you might have a lot of fun, but you won't produce great results.

What can we potentially do better than any other company, and equally important, what can we not do better than any other company? And if we can't be the best at it, then why are we doing it at all?

98 A Hedgehog Concept is not a goal to be the best, a strategy to be the best, an intention to be the best, a plan to be the best. IT IS AN UNDERSTANDING OF WHAT YOU CAN BE THE BEST AT. The distinction is absolutely crucial.