Jim Collins presents many interesting business concepts throughout Good to Great. The research conducted for this book is complicated however Collins simplifies the process to more clearly explain why some things were included or omitted. Through the research, many concepts are presented and then emphasized using comparisons between two similar companies. At times the transformation of a specific company solely based on use of the concepts seems hard to believe. However Collins does give enough evidence to support the importance of the concepts to be used as tools to help the company transition from good to great. The concept being the most important in my opinion was having upper management to be brutally honest. Many companies fail to face the facts and it's easy to see in this book the consequences. The book was published about 15 years ago and since then one of the “great” companies has gone out of business (Circuit City) and another one is currently in trouble (Wells Fargo). So it is interesting to analyze what concepts the companies stopped implementing that made them so successful years ago. Overall this book was an interesting and easy to understand read that appeals to not just those in upper management, but also to those who want to know what can make a company great.