W h y s o m e c o m p a n I e s m a k e t h e



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Good-to-Great
M
A
E
,
G
REAT
W
ESTERN
,
AND THE
G
ENERAL
M
ARKET
Cumulative Value
of $ 1 Invested,
1970
-
1984
General Market
$3 56
Great Western
$2 35
Mae
0
$1 77
1970
1977
1984
Notes:
1. Shows cumulative value of $1 invested December 31. 1970 -January
1984
2. Dividends reinvested.
M
AE
,
G
REAT
W
ESTERN
,
AND THE
G
ENERAL
M
A
R
KET
Cumulative Value
of
$1
Invested,
1984
-
2000
Fannie Mae $64.17
Notes:
1. Fannie Mae transition point occurred in 1984.
2.
value of $1 invested December 31, 1984 -January 1,2000
3. Dividends reinvested.
General Market
$11 53
0
1984
1992
2000


114
Collins
happen that way. It took Einstein ten years of groping through the fog to get the theory of special relativity, and he was a bright It took about four years on average for the good-to-great companies to clarify their Hedgehog Concepts. Like scientific insight, a Hedgehog Concept simplifies a complex world and makes decisions much easier. But while it has crystalline clarity and elegant simplicity once you have it, getting the concept can be devilishly difficult and takes time. Recognize that getting a Hedgehog Concept is an inherently iterative process, not an event. The essence of the process is to get the right people engaged in vigorous dialogue and debate, infused with the brutal facts and guided by questions formed by the three circles. Do we really understand what we can be the best in the world at, as distinct from what we can just be successful at Do we really understand the drivers in our economic engine, including our economic denominator Do we really understand what best ignites our passion One particularly useful mechanism for moving the process along is ab AbbSbbK


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