Good to Great examines what it takes for ordinary companies to become great and outperform their competitors, by analyzing 28 companies over 30 years who either managed to make the transition or fell prey to their bad habits.

In 1994, Jim Collins published Built to Last, the book that defined what helped visionary companies stay visionary over decades.

Now, the veteran management consultant goes beyond his previous work to examine how companies become visionary in the first place.

Analyzing 28 companies in three categories over a span of 30 years, the author and his team looked at which companies went from average or sub-par stock market performance to outperforming the market by a factor of at least three.

The result is a set of strategies, habits, and practices that can turn a company from good to great.