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Review title: Best business book
Product review: This is a must read for anyone starting or growing a business or even nonprofit. In very easy to read language, Collins distills the half dozen traits that a few select companies share. What makes the book work in terms of its lessons being convincing is the empirical approach that Collins took. He didn't just choose one trait from company A and another from company B. He used an objective system to find eleven companies that by objective standards have outperformed their industries and the market as a whole and then found their common themes.
