Jim Collins in his book titled “Great By Choice” shares startling insights which goes to prove just this.

The iconic brand South West Airlines copied the entertainment aspect in its brand from its once famous competitor named Pacific Southwest Airlines.

It was sheer discipline that made Southwest survive the test of time and Pacific Southwest Airlines extinct.

The same holds good with Amgen wherein its competitor Genetech innovated and created patent after patent but still failed to survive in the long run.

Thus 10X or high performing companies were not necessarily most innovative

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