Sure, but have you analysed these cases to see that is what happened or are you just saying that happened because they went on to do poorly? People have, for ages, been purporting to identify the secrets to success and sell you something that will allow you to predict the future/replicate the winners, and yet it is still rare. You could claim it is because it is hard and success breeds hubris, both of which are likely to be true, but it could also be because Jim Collins, like others before him, has not stumbled upon the secret to being great and found a way to distill it into a book or a simplistic maxim that actually works.