Most of you know Jim Collins as a result of his Good to Great bestseller, which catapulted metaphors like the “hedgehog” and “people on the bus” into the business vernacular. Writing in the current issue of Fortune magazine – the Fortune 500 edition – he discusses The Secret of Enduring Greatness. He challenges the assumption that no company can survive the “perennial gale of creative destruction” by probing why some companies survive and thrive, and others disappear. The bad news is that companies do it to themselves. The good news is that it’s avoidable. The encouraging news is that great companies can use adverse times to their advantage.