As Gerard Tellis and Peter Golder demonstrated in their book, Will and Vision, the pioneering innovators in a new business arena almost never (less than 10 percent of the time) become the big winners in the end. Similarly, across all our rigorous matched-pair research studies (Built to Last, Good to Great, How the Mighty Fall, and Great by Choice), we found no systematic correlation between achieving the highest levels of performance and being first into the game.
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