"Visionary companies do not ask, 'What should we value?' They ask, “What do we actually value deep down to our toes?"- Built to Last, page 8
Visionary companies live and breathe their ideology – a set of core values and a sense of purpose. By clearly defining their “why,” visionary companies are then able to produce the right “what” (products and services), attract the right “who” (employees and leaders), and develop the right “how” (policies and processes) to create an environment that breeds the kind of success that outlasts and outperforms their competition.
What’s interesting to note is that the visionary companies explored in Built to Last each had a different “why” and yet they all achieved resounding success. Collins and Porras discovered that the key commonality was their relentless commitment to their ideologies. Ideology spans decades, endures through leadership changes, provides direction when faced with difficult decisions, and prevails despite being unpopular or unprofitable at the time.
In short, ideology is king. “What,” “who,” and “how” lack purpose, direction, and clarity without “why.” Careful articulation and consistent application of “why” form the foundation of visionary companies.
"If we’re not going to live by it, let’s tear it off the wall… We either ought to commit to it or get rid of it."- Former CEO Jim Burke, on Merck’s ideology, quoted in Built to Last, page 72
A visionary company’s relentless commitment to its ideology can be applied to a more personal level – to an individual and her personal manifesto. Why is having a personal manifesto important? It acts as a filter through the noise. Making decisions is made easier because it automatically eliminates any possibilities that aren’t aligned with your core values. We all have limited time, energy, and resources, which makes a high level of self-awareness important for determining which activities and goals to pursue in order to maximize happiness and fulfillment.
Your personal manifesto says, “This is who I am, and this is what I stand for. Take it or leave it.” It goes beyond simply a list of things that you think are important. It embodies your core values and beliefs – things that you feel so strongly about that you would fly them on a banner above your head. These values and beliefs help define you as a person and play a significant role in what makes you unique.
I challenge you to create your personal manifesto. Start by writing down a list of 20 values. Remember that not all values are created equally, so you should review the list and rank them from 1 through 20. Then run the list by a close friend or family member who knows you well and is not afraid to be bluntly honest with you, as we all suffer from varying levels of self-awareness. The top 3 to 6 values will form your personal manifesto. This exercise in self-reflection is key to finding happiness and fulfillment –in your personal and professional life.
"The very act of stating a core ideology (which the visionary companies have done to a far greater degree than the comparison companies) influences behaviour toward consistency with that ideology."- Built to Last, page 71
Now it’s time to put it to the test. What good is your personal manifesto if it’s not put into action? This is not an easy feat. You’ll find that there may be a mismatch between your ideal state and your current state. For example, if you value “honesty,” do you believe there are instances when it is best to lie? Are you honest even if it hurts someone you care about? Have you ever stretched the truth for your own gain?
The disconnect can be resolved in two ways:
In either case, resolving the disconnect increases consistency, which is critical when it comes to ideologies and personal manifestos. Visionary companies display unrelenting commitment to their ideology. Values-driven individuals such as Martin Luther King, Mahatma Ghandi, or Mother Teresa displayed similar dedication to their beliefs, despite strongly opposing forces. In a world of constant change and moral gray areas, individuals who publicly and consistently live out their values will stand out in a significant way and – in a world of limitless choice and increased competition – that makes all the difference in achieving personal and professional success.
Built to Last proves to be a compelling read for entrepreneurs seeking to build their own visionary companies and for business professionals seeking to be a part of, (and contribute to), visionary companies. At the very least, it provides the reader with valuable insights and anecdotal stories about companies that have changed our world and touch our lives every day.
Jim Collins is a student and teacher of enduring great companies — how they grow, how they attain superior performance, and how good companies can become great companies. Having invested over a decade of research into the topic, Jim has authored or co-authored four books, including the classic “Built To Last,” which has been a fixture on the “Business Week” bestseller list for more than six years, and has been translated into 29 languages. His work has been featured in “Fortune,” “The Wall Street Journal,” “Business Week,” “Harvard Business Review,” and “Fast Company.”
