9. Are You Building A Culture To Preserve The Core And Stimulate Progress?

The underlying duality of preserving the core and stimulating progress is difficult, but the best companies have successfully mastered the art of doing both at the same time.

No truly great company has the primary purpose of making money, Collins said. Companies should instead focus on doing something useful so that their existence actually matters.

Specifically, businesses should focus on stimulating progress, change or improvement in the world around them, Collins said.