Look, this is going to be a very hard challenge. I want you to think about how demanding this is going to be. If you don’t think you’re going to like… - Jim Collins

But what about the vast majority of companies that wake up partway through life and realize that they’re good, but not great?

a quiet, deliberate process of figuring out what needed to be done and then simply doing it, the comparison companies frequently launched new programs — often with great fanfare and hoopla aimed at “motivating the troops” — only to see the programs fail to produce sustained results. They sought the single defining action, the grand program, the one killer innovation, the miracle moment that would allow them to skip the arduous buildup stage and jump right to breakthrough. They would push the flywheel in one direction, then stop, change course, and throw it in a new direction — and then they would stop, change course, and throw it into yet another direction. After years of lurching back and forth, the comparison companies failed to build sustained momentum and fell instead into what we came to call the doom loop.

For a truly great company, the Big Thing is never any specific line of business or product or idea or invention. The Big Thing is your underlying flywheel architecture, properly conceived