Phil Rosenzweig

We have to look at the pushback because it's entirely possible that this whole clock building theory is an illusion.

Let's start with Phil Rosenzweig.

He published a scathing critique called The Halo Effect.

And he argued that the fundamental data collection in Built to Last was compromised by cognitive bias, right?

Their strategy is flawless.

Precisely.

Rosenzweig argued that Collins and Porras looked at highly profitable companies, interviewed people about them and collected data that was merely a reflection of their current financial success.

They assumed the BHAGs and the core ideologies caused the financial success, but Rosenzweig suggests it might be the other way around.

We can't just be cheerleaders here.

Phil Rosenzweig, in his book The Halo Effect, takes direct aim at books like Built to Last.

He calls it the delusion of rigorous research.

Wow.