Many businesses have a period of time when they are striving to be a leader in some fashion. Perhaps they want to offer the most current products, the lowest prices, or the greatest selection.
Unfortunately the business landscape is littered with many companies that had successfully achieved this strategy only to become complacent with their standing in the marketplace. Jim Collins says these companies are “good” companies. They are able to set a goal and achieve it.
However Collins warns companies that the enemy of “great” is “good”. The businessmen in this cartoon were once good, but never great. They may have tried to be great, but likely became content in their goodness.