Most businesses don’t fail because they’re terrible. They fail because they’re good enough. Sales are steady, customers seem satisfied, and profits trickle in. Everything looks fine—until disruption hits, competitors outpace them, or customers drift away.
Jim Collins, in his classic book Good to Great, put it bluntly: “Good is the enemy of great.” The biggest threat to business growth isn’t failure—it’s mediocrity disguised as success.
The problem? In fast-moving markets, “good enough” quietly drifts toward irrelevance.
McKinsey research shows that companies focused on continuous reinvention are 2.7x more likely to outperform their peers in revenue growth. Settling for “good” isn’t neutral—it’s costly.
Blockbuster wasn’t bad. They were “good.” Stores were profitable, customers were renting. But they were comfortable. Netflix, by contrast, pursued greatness through innovation—first with DVDs by mail, then streaming, then original content. Blockbuster clung to “good” until it became extinct.
A manufacturer had reliable sales from long-standing clients. Leadership resisted change, arguing, “We’re doing fine.” Meanwhile, competitors introduced customized solutions and faster turnaround times. Within five years, the manufacturer had lost major accounts and faced steep decline.
The difference wasn’t capability—it was mindset. Comfort with “good” blinded them to opportunities for “great.”
Leaders set the tone. If leaders settle for “good,” so will everyone else. Great leaders model curiosity, encourage experimentation, and resist complacency. They ask better questions, embrace risk, and hold teams accountable for striving toward distinction.
As Jim Collins reminds us, greatness isn’t a matter of circumstance—it’s a matter of choice and discipline.
Isn’t “good” better than “bad”?
Yes—but “good” is dangerous because it creates complacency. “Bad” forces change.
How do I know if we’re stuck in “good enough”?
If growth is flat, competitors are catching up, or your biggest wins are years in the past—you may be stuck.
Can every company achieve greatness?
Yes. Greatness is about mindset, discipline, and innovation—not size or industry.
“Good” feels safe. But in business, safe often means stagnant. The companies that thrive are those that resist the comfort of mediocrity and chase the challenge of distinction.
Good may be the enemy of great—but great is the path to survival, growth, and legacy.
