This excellent article by Jim Collins delves into what elevates a company from good to exceptional. The piece is based on a five-year research project that sought to unravel this mystery. It offers groundbreaking insights that could revolutionise our understanding of leadership. Collins reveals that the most transformative executives display a paradoxical blend of personal humility and professional determination. They embody a mix of timidity and fierceness, shyness, and fearlessness. Such leaders are uncommon, yet they are unstoppable in driving organisational success.