Alliedify

By Jim Collins & Jerry I. Porras

1. Visionary companies focus on core values, not just profits

Enduring companies are driven by purpose beyond financial gain. They preserve a core ideology deep beliefs about why they exist and build strategies around that purpose, even as tactics and products evolve.

2. Embrace the “Genius of the AND”

Visionary companies reject binary choices. They pursue both stability and change, profitability and purpose, continuity and innovation. This duality is a defining trait that helps them outlast competitors.

3. Clock-building matters more than time-telling

Great leaders don’t just have a vision; they build systems, cultures, and people that can create and execute visions long after they’re gone. It’s about designing lasting institutions, not momentary wins.

4. Preserve the core, stimulate progress

Top-performing companies are clear about what must never change (their values and mission) while simultaneously pushing the boundaries of innovation. Progress thrives when there’s a strong foundation.

5. BHAGs (Big Hairy Audacious Goals) drive momentum

Visionary companies set bold, long-term goals that may seem almost impossible. These BHAGs galvanize teams, force innovation, and build belief internally even when success seems uncertain.

6. Cult-like cultures create clarity

The best companies cultivate cultures that are intense and distinctive. These cultures are so clear that employees self-select in or out only those who deeply align with the values thrive.

7. Try a lot of stuff and keep what works

Innovation doesn’t always come from grand plans. Many breakthroughs result from experimentation, adaptation, and iteration. Visionary companies don’t fear failure they use it to find what sticks.

8. Home-grow your leaders

Instead of hiring stars from outside, enduring companies develop talent internally. This builds cultural continuity, loyalty, and leadership that understands the business DNA.

9. Profit is a by-product of purpose and discipline

Visionary companies don’t make maximizing short-term profit their #1 goal. Instead, they build disciplined organizations around a larger missionand profit becomes a result, not a purpose.

10. Being “built to last” is a continuous process

Endurance isn’t about a single idea it’s about building systems that evolve without losing identity. There is no final victory lap; instead, it’s a constant reinvestment in values, culture, and vision.

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