Greatness comes from conscious choice not circumstance. The good-to-great companies were not, by and large in great industries. They focussed on what not to do and what to stop doing as much as they focussed on what to do.
Good to great leaders put the right people in the right seats before figuring out where to go next.
To be a great company, you need to be the best in the world at your core business.
Great companies need a Level 5 leaders, people with extreme personal humility and intense professional will. These leaders channel ego needs away from themselves and into the larger goal of building a great company. They ambition is first and foremost for the institution not themselves.