Great by choice
In their book, Collins and Hansen analyse and compare the performance of a large number of companies over period of several decades to determine the factors that determine success. One their lessons: it's not the companies who are most creative, or have the biggest risk apetite that are winners; companies that set out a successful strategy and remain dedicated and disciplined in executing their strategy win. This concept - "the 20 mile march" - is explained in the video below. Interesting in itself, but only part of Collins and Hansen's message. So you still need to read the book!