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Seven years of research. That's the amount of time Jim Collins and his team dedicated to their landmark accomplishment, Good to Great. Seven years to determine, without question, one fundamental truth of great businesses.
The purpose of Collins' research was to study eleven companies that showed a long history of average or poor results, and then made a sudden leap to "greatness"; ie. extremely high results, sustained over a significant period of time. As so many of us tend to believe, Collins' team began their research under the preconceived notion that there would most likely be one "groundbreaking discovery" - one massive change in operating procedure - that could claim responsibility for the success of the studied companies. Instead, it is undeniably evident that the "sudden" success, as well as the sustainability of that success, was rooted in a deep understanding of core strengths, coupled with a culture of almost fanatical discipline.
GOLDEN EGG: CHOOSE GREATNESS. STAY FOCUSED.
What becomes abundantly clear in reading Good to Great is that there is no secret program, no "right timing" or "good luck" that was singlehandedly responsible for the success of any of the companies analyzed in this book. Instead, Collins and his team present, with great clarity and articulation, that the "Good to Great" companies simply, deliberately, defined their fundamental strength(s) and then systematically changed their behaviors and activities to ones that complimented those strengths. Repeated over time, these focused activities led them to great success. Simple, certainly, but not easy. What makes Good to Great so powerful is that it not only provides findings, but also instruction on how to recreate the same effects in your own life and/or business.
GEM #1: FIND AND EMBRACE YOUR "HEDGEHOG CONCEPT"
While the "Hedgehog Concept" is presented in Good to Great as a business tool, the idea can be applied universally to any individual or organization. In fact, the concept has been explored in a good number of other books already (albeit under different names), and has been used in regards to personal success, religion, military success and even relationships.
In explaining the term "Hedgehog Concept", Collins references Isaiah Berlin's The Hedgehog and the Fox (Chicago: Elephant Paperbacks, 1993). In the story, a cunning fox devises several methods on how to capture and devour a clumsy and slow moving hedgehog. Attempt after attempt, the fox fails in his efforts, as the hedgehog's defensive ball of spikes keeps the fox at bay. The fox spends valuable time and energy devising new plans, while the hedgehog, having already determined its most appropriate course of action, is free to go about its business without worry of the fox capturing it, regardless of how much smarter or faster the fox may be.
Like all good fables, the message is simple and concise - there is one activity or purpose for you that makes more sense than any other. The hedgehog curls into a ball of spikes because that is what it was born to do. Understanding what your Hedgehog Concept is, and working within its guidelines, is an absolutely critical part of working towards world-class results.
Collins suggests three questions to help you identify your own hedgehog concept:
- What skills or talents do you have that could literally be considered world class? In other words, what do you inherently believe you could be world class at?
- Could you be paid well to do it?
- Does it inspire passion within you?
It doesn't matter what order you ask the questions in (some people hold back on the first question, seeing it as a bit daunting). Personally I find it easier to think about the last question first - "Am I inspired to work harder and longer at this particular task?"
Most people have experienced that truly magical feeling at some point in their lives - The experience of being so wrapped up in an activity that time stands still. Some of you may be fortunate enough to experience that on a regular basis. Passion is a beautiful thing. However, it's important to realize that passion is only one third of the equation in becoming world class. You can have all the passion in the world for something you are extremely good at, but if there is no potential for income, you can never enjoy sustained greatness, as the demands of the material world will force you into other activities. Alternatively, no matter how much money you make doing something, if you're not passionate about the work, you will never become great at it, simply because other activities or pursuits will be a welcomed distraction. And you can't "talk yourself into" becoming passionate either. As Collins writes:
"You can't manufacture passion or "motivate" people to feel passionate. You can only discover what ignites your passion and the passions of those around you."
Good to Great, page 109
Defining your three circles and finding your hedgehog concept takes time. While you typically won't find it in your first time thinking about it, I encourage you to take 15 minutes today to make a list of your passions. Next to each rate your ability to be world class from 1 to 10, as well as your opportunity for income.
GEM #2: BE IN A GROOVE, NOT A RUT
Just because something's been done a certain way, doesn't always mean it's the best way. To make productive change though, you need to be working to a larger vision; a higher purpose.
Understanding your core purpose can have a truly remarkable impact on your life. One of the biggest effects is the ability to identify, with quiet clarity, the proper tasks and activities from the distractions. For the Good to Great companies, understanding the areas of their business that had "world class-ability" allowed them to make some seemingly radical changes. What's important to realize though, is that it wasn't the radical change itself that led those companies to greatness. Instead, the change was an effect of understanding the business at the centre of their three circles.
In some cases, where the industry underwent a major shift, not changing was the effect of understanding. As Collins states:
"It takes discipline to say 'No, thank you' to big opportunities. That fact that something is a 'once-in-a-lifetime opportunity" is irrelevant if it doesn't fit within the three circles."
Good to Great, page 136
I encourage you to take a look at your own life - your habits, your rituals. What are you doing in your own life that don't fit with your passions; your purpose? Try creating a "stop doing" list, and systematically work to create a lifestyle that reflects your dreams and aspirations. Don't get distracted by the shiny objects.
Steam Whistle Brewery, a micro brewery located in Toronto, Ontario, has a great slogan - "Do one thing really, really well." Jim Collin's book Good to Great consists of a tremendous amount of research, translated into seven clearly defined key traits as represented in all eleven companies that made the leap from "good" to "great". I would call the seven traits "tools"; identifiable areas you can focus on in working towards one clear, underlying theme - believe in what you're doing, and work deliberately at doing it "really, really well". I encourage you keep the Hedgehog Concept in mind while you search for your own purpose. And once you find it, work hard - work confidently - knowing you are moving ever closer to your own brand of greatness.
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