Decision Journal
A systematic approach to improving decision quality by documenting and reviewing key choices.
Leadership
Greatness Questions
A diagnostic framework based on Jim Collins' research to assess whether your company has the potential for enduring greatness.
1What It Is
The Greatness Questions framework distils the key findings from Good to Great and Built to Last into a practical diagnostic. It helps founders honestly assess whether they're building a company capable of sustained excellence or merely a successful business.
2When To Use It
Use this framework during founder retreats, board strategy sessions, or whenever you're questioning whether you're on the right path. It's particularly valuable during transitions—new funding rounds, leadership changes, or market shifts.
3Steps
- 1.Answer each question with brutal honesty (1-10 scale)
- 2.Identify the 2-3 areas with the lowest scores
- 3.For each low-scoring area, define what 'great' would look like
- 4.Create a 90-day action plan to address the gaps
- 5.Schedule a follow-up assessment in 90 days
4Examples
Tech Example
Amazon's relentless focus on customer obsession (Hedgehog Concept) and willingness to be misunderstood for long periods (Level 5 Leadership) exemplifies the Greatness Questions in action.
Luxury Example
Brunello Cucinelli's commitment to 'humanistic capitalism' and long-term thinking over quarterly results demonstrates how luxury brands can embody greatness principles.
Download Template
Get the PDF template to apply this framework to your business.