Confront the Brutal Facts

Organizations must regularly face and discuss the brutal facts of their current reality while maintaining faith in their vision. Collins emphasizes the importance of unflinching honesty, illustrated by Kroger's rigorous self-assessment, which led to its successful shift to superstores. 'You must never confuse faith that you will prevail in the end with the discipline to confront the most brutal facts of your current reality,' Collins explains. This approach ensures that organizations are grounded and prepared to address real challenges.