MARK LARDIE

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GOOD IS THE ENEMY OF GREAT

OUR LIVES ARE FULL

OF CHOICES

GREAT COMPANIES

Fanatic DISCIPLINE

Productive PARANOIA

Empirical CREATIVITY

Level 5LEADERSHIP

-Jim Collins & Morten T HansonGreat By Choice

“10xers differ from their less successful comparisons in how they maintain hyper vigilance in good times as well as bad. Even in calm, clear, positive conditions, 10exers constantly considered the possibility that events could turn against them at any moment. Indeed, they believe that conditions will-

absolutely, with 100 percent certainty-turn against them without warning, at some unpredictable point in time, at some highly inconvenient moment. And they’d better be prepared.”

We’ve found in all our research studies that the signature of mediocrity is not an unwillingness to change; the signature of mediocrity is chronic inconsistency.

-Jim Collins & Morten T. HansonGreat By Choice

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“The great task, rarely achieved, is to blend creative intensity with relentless discipline so as to amplify the creativity rather than destroy it. When you marry operating excellence with innovation, you multiply the value of your creativity.”

-Jim Collins & Morten T. HansonGreat By Choice

A bullet is an empirical test aimed at learning what works and that meets three criteria: a bullet must be low cost, low risk, and low distraction.

10ers use bullets to empirically validate what will actually work. Based on those empirical validation, they then concentrate their resources to fire a cannonball, enabling large returns from concentrated bets.

-Jim Collins & Morten T HansonGreat By Choice

FIRE BULLETS, THEN CANNONBALLS

“The iPod story illustrates a crucial point: a big successful venture can look in retrospect like a single step creative breakthrough when, in fact, it came about as a multistep interactive process based more upon empirical validation than visionary genius.

The marriage of fanatic discipline and empirical creativity better explains Apple’s revival than breakthrough innovation per se.”

-Jim Collins & Morten T. HansonGreat By Choice

DISTINCTIVE BRANDSAreas that require unrelenting brand focus

CHOICES WE HAVE MADE

Real EstateFinanceTreasury

Loss PreventionHuman Resources

ITE-Comm and Loyalty

Platforms

MerchandiseSales

Marketing

SHARED SERVICE MODELFunctional areas we share

CHOICES WE WILL MAKE

OMNI-CHANNEL RETAILINGOne uniquely

distinguishable customer experience

Technology

GROWTHNew Stores

Rack Room Shoes Off Broadway

Shoe Warehouse

GROWTH OPPORTUNITIES

Across all our businesses

New ConceptsAcquire Organic

DAILY PERSONAL CHOICESFanatical disciplineEmpirical creative

Productive paranoia

UNCERTAIN ENVIRONMENTThrive in it as it is reality

RETURN ON LUCKGood luck and bad luck

UNDERSTANDKeys for success

CREATE A VISIONHow you can be great

LEADBring the energy home