Much of the answer to the question of “good to great” lies in the discipline to do whatever it takes to become the best within carefully selected are… - Jim Collins

When in doubt, vary, change, solve the problem, seize the opportunity, experiment, try something new (consistent, of course, with the core ideology) — even if you can’t predict precisely how things will turn out. Do something. If one thing fails, try another. Fix. Try. Do. Adjust. Move. Act. No matter what, don’t sit still.

So, the question of Why greatness? is almost a nonsense question. If you're engaged in work that you love and care about, for whatever reason, then the question needs no answer. The question is not why, but how.

Decide what you stand for. And then stand for it all the time.