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Dave Guerra identified these amazing, scale-free, simple rules through a multi-year study of the behavior of actual Superperformers, (i.e. companies demonstrating industry out-performance over long periods) including Southwest Airlines, Berkshire Hathaway, Microsoft, Sysco, Tiffany & Co, Toyota, Johnson & Johnson, Wal-Mart, and Sterling Bancshares. Over a 20-year period these companies out-performed the S&P 500 by a margin of five to one. The principles, including the 1 Simple Formula, 8 Simple Rules, and 10 Habits of Superperforming Leaders and Managers, are laid out in Dave’s groundbreaking book, Superperformance: New Profound Knowledge for Corporate Leaders, and are expanded to the executive level in his latest book The Superperforming CEO: Liberating the Promise Within. Dave’s upcoming book, Super Agile examines this pattern in a second-order state environment, reflecting on the complex adaptive behaviors of companies like Amazon, Alphabet, Apple, Tesla, and interestingly, four long-lived Super Agile companies including Lego, Intel, Microsoft, and Berkshire Hathaway. Two of these, Berkshire Hathaway and Microsoft, were Superperformers from the original research.

Today, he advocates for a third-order change for both people and companies. Both disruption and immutability are needed to transcend the VUCA tsunami of the 21st Century.