Indeed, few of the visionary companies in our study can trace their roots to a g reat idea or a fabulous initial

product. J. Willard Marriott had the desire to b e in business for himself, but no clear idea of what business to be in. He final ly decided to start his company with the only viable idea he could think of: tak e out a franchise license and open an A&W root beer stand in Washington, D.C.16 Nordstrom started as a small, single-outlet shoe store in downtown Seattle (when John Nordstrom, just returned from the Alaska Gold Rush, didn t know what else to do with himself).17 Merck started merely as an importer of chemicals from Germa ny.18 Procter & Gamble started as a simple soap and candle maker one of eighteen s uch companies in Cincinnati in 1837.19 Motorola began as a struggling battery el iminator repair business for Sears radios.20 Philip Morris began as a small toba cco retail shop on Bond Street in London.21 Furthermore, some of our visionary c ompanies Jim Collins. Built to Last (Kindle Locations 722-733). HarperCollins US.