Jim Collins is one of the most influential business thinkers and writers of our time. Yet, Collins considers himself more of a researcher than an author.He has made a career of extracting the data embedded in the narrative arcs of companies and drawing lessons from them. With bestsellers like Good to Great, Built to Last, and BE 2.0, each of his books represents years of meticulous analysis, all before he even begins to write. What sets Collins apart aren't just his groundbreaking ideas but the unconventional choices that shaped his career. In this interview from 2021, Collins unpacks insights from his research, among them: the fact that ideas don't matter as much as people think they do. In fact, he found a negative correlation between starting a business with a great idea and creating a successful and enduring company. The key lies in "clock building" rather than "time telling," that is—creating a system and structure that transcend any one innovation or product. (He uses examples like Sony, which began with a failed rice cooker). Another side to this concept can be summed up with "preserve the core, stimulate progress." When leaders maintain what is core to the company, they can continually evolve their strategies and other aspects and build companies that last.