Built to Last written by Jim Collins and Jerry Porras - Essay Example

Dear Sirs, I have just finished reading your famous book, Built to Last. Though its been more than a decade since you wrote it, the popularity of the book endures and that is what prompted me to read it. I must say that it is correctly called the bible of business but unfortunately not all visionary companies that you described in the book would be called visionary today.Things have changed dramatically for some firms in the last 10 years. But that is no fault of yours. Your book did not predict a long-term success for these companies but I am sure it expected them to remain visionary for years to come.

Besides they were no ordinary companies. They had been in the business for a long time and had proved that they were solid and not some one-song wonder. The best thing about your book was the criteria that set some firms apart from others. It was good to see that these visionary firms had been selected on the basis of some important traits. I totally agree with the criteria. These firms had to premier institution in their industry, admired by well-known business people and left an impression on the world.

All the firms you had chosen did meet that criteria, for example Motorola, Merck and GE had all been extremely successful firms. But things changed for some of them and reading your book now, I feel that some of them wouldn't make it to the list again. For example Motorola is no longer the premier institution, Merck had struggled with its position as well. But there are also the winners such as Procter and Gamble and GE that continue to outperform their competitors. But they might not meet all the standards set for a visionary company.

For me today, a visionary company would include some relatively small firms that have earned the respect and awe of public and rivals alike. And my list wouldn't include the big names like Philip Morris or Wal-Mart because there has been severe criticism against their practices. Instead companies like Target, UniLever, and Dell would be the winners for me.What I loved about your book was the principles that had been followed by visionary companies and that you recognized so brilliantly. For example I cant forget the words spoken by Merck founder George Merck who said in 1920s that, "Medicine is for the patients not for the profits.

The profits follow." This must serve as the essential reminder for any firm who is trying to make profits but doesn't realize that good quality is always followed by money and that it is the quality that we must focus on. Another valuable lesson was found in the example of Marriott hotels where people away from home felt like they were really wanted and loved: "Intentions are all fine and good, but it is the translation of those intentions into concrete items-mechanisms with teeth-that can make the difference between becoming a visionary company or forever remaining a wannabe.

" Similarly I agree with the "Big Hairy Audacious Goals" (BHAG) principle. The bigger a dream the more we would work for it and the better we could get. Ford had decided a century ago that it would make automobile an ordinary item for everyone: "The horse will disappear from our highways and the automobile will be taken for granted." Today this dream has become a reality and we don't even know if anyone really uses horses anymore. Similarly the principle of cult was also awe-inspiring. "You're either in or you're out, and there seems to be no middle ground.

It's almost cult like." This was very enlightening and true of most successful firms today. They do have a culture of their own and it seems that once you enter this culture, you become a part of them and this seems like joining a cult.Even though some of the 18 firms chosen by you in the book have undergone some changes for the worse, still the principles that turned them into visionary companies remain valid even today. This is because these firms straggled not when they followed those principles but when they chose to deviate.

This is gem of a book. I hope you can write an updated version soon. I will be desperately waiting for it. Sincerely