1: Good Is the Enemy of Great 1
2: Level 5 Leadership 17
3: First Who ..... Then What 41
4: Confront the Brutal Facts (Yet Never Lose Faith) 65
5: The Hedgehog Concept (Simplicity within the Three Circles) 90
6: A Culture of Discipline 120
7: Technology Accelerators 144
8: The Flywheel and the Doom Loop 164
9: From Good to Great to Built to Last 188
EPILOGUE: Frequently Asked Questions 211
Research Appendices 219
Notes 261
Index 287