"Most men would rather die, than think. Many do."

- James C. Collins

"Greatness, it turns out, is largely a matter of conscious choice and discipline."

- James C. Collins

"Greatness, it turns out, is largely a matter of conscious choice."

- James C. Collins

"A culture of discipline involves a duality. On the one hand, it requires people who adhere to a consistent system; yet, on the other hand, it gives people freedom and responsibility within the framework of that system."

- James C. Collins

"Transformations are different from the perspective of those looking at it from the outside vs those going through it (on the inside)."

- James C. Collins