![]() This flabbergasting point leads us to think about the true meaning of becoming and being great. They talked in terms of what they were trying to create and how they were trying to improve relative to an absolute standard of excellence’ (Collins 2001, p. But they never talked about in reactionary terms and never defined their strategies principally in response to what others were doing. Yes, they did talk about strategy, and they did talk about performance, and they did talk about becoming the best and they even talked about winning. Having put these meanings of two terms into a business-world context, we (at least myself) are surprised at one of his observations that ‘… you’d be struck by the utter absence of talk about ‘competitive strategy’. Literally speaking, ‘good’ means of a high quality or standard or level, while ‘great’ is used to describe an achievement of someone whose actions, knowledge or skill are highly regarded and recognised (Dictionary 2003).
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