Recording originally produced by Gildan Media Corp., p2013.

Narrated by Erik Synnsedvetd.

How do some companies achieve exceptional performance over the long term? Raynor and Ahmed put a carefully chosen representative sample of twenty-seven comapanies under the microscope to uncover what made the stand-out performers different. They found that exceptional companies, when faced with difficult decisions, follow three rules: Better before cheaper. They rarely compete on price. Revenue before cost. They drive profits through price and volume, not thrift. There are no other rules. Everything else is up for grabs, and they are willing to change anything to remain true to the first two rules.