The most compelling passage in "Good to Great," which details conclusions derived from a study of the short list of companies that outperformed the market for 15 years or more, concerns the philosophy Collins and his team named, "the Stockdale Paradox."
The name relates to Admiral James Stockdale, who you may remember was Ross Perot's Vice Presidential candidate in the 1992 Presidential election. Unfortunately, most of the country never understood that Stockdale earned his bona fides in the Navy, and specifically as "the highest-ranking United States military officer in the 'Hanoi Hilton' prisoner of war camp during the height of the Vietnam War. Tortured over twenty times during his eight-year imprisonment from 1965 to 1973, Stockdale lived out the war without any prisoner's rights, no set release date, and no certainty as to whether he would even survive to see his family again." During imprisonment Stockdale assumed the yolk of command, created conditions to increase the number of US prisoners who survived imprisonment, and even beat himself with a chair to avoid being used in a propaganda video as an example of a well-treated prisoner. Stockdale, who died in 2005, was made of granite.
In describing his ability to withstand the ordeal, Stockdale said the following: "This is a very important lesson. You must never confuse faith that you will prevail in the end - which you can never afford to lose - with the discipline to confront the most brutal facts of your current reality, whatever they might be." The paradox: you know you will succeed no matter what, but you also confront the brutal truth about what stands in your way.
Who did Stockdale say died in the "Hanoi Hilton?" "The optimists. And they died of a broken heart." What a profound lesson for life. Dare to believe you can achieve something great, but don't believe it blindly. You don't get big wins from simply wishing they will happen - the power of positive thinking, so to speak. The way to realize the goal is to thoroughly believe that it can be achieved, no matter the odds, but also to recognize and devise strategies to navigate the myriad obstacles which may prevent success.
