Introduction: How Good Companies Get That Way; How Great Companies Stay That Way --

Challenge 1. Raise the Bar, Don't Lower It --

Challenge 2. Create Accountability --

Challenge 3. Reestablish Common Sense --

Challenge 4. Create a Corporate Vision -- The Ability to See Well --

Challenge 5. End the Mindless Mantra of Litigation Threats --

Challenge 6. Stop Trying to Grow by Reducing --

Challenge 7. End Executive Compensation Plans That Reward Mediocrity --

Challenge 8. Communicate as a Consumer --

Challenge 9. Make the Choice: Decline or Excellence in Business and Society.