Good to Great by James C. Collins To discover the keys to greatness, Collins's 21-person investigate group read and coded 6,000 articles, produced more than 2,000 pages of interview transcripts, and made 384 megabytes of computer information in a five-year project. The discoveries will astonish numerous readers and, very to be perfectly honest, upset others. The Challenge Built to Last, the characterizing administration study of the nineties, showed how awesome companies triumph over time and how long-term maintained execution can be engineered into the DNA of an undertaking from the exceptionally beginning. But what about the company that's not born with extraordinary DNA? How can great companies, unremarkable companies, indeed awful companies accomplish persevering greatness?