In Search of Excellence

No baselines is about seeking out creative, exceptional companies that test the limits. I was recommended to read In Search of Excellence, a book published over 40 years ago but still timely and relevant.

It is a no baselines book because Peters and Waterman argued that greatness cannot be reduced to formulas or rigid benchmarks. Instead, the best companies thrive by being people-centered, innovative, and adaptable, living outside the baselines rather than within them.

At its core, In Search of Excellence teaches that enduring success comes from simplicity, action, and respect for people. The “excellent” companies were not defined by complex strategies or rigid controls. They were defined by a bias for action, closeness to the customer, entrepreneurship, and cultures where employees felt ownership. These ideas remain powerful today because they highlight adaptability and human energy over static rules.

Peters and Waterman introduced the 7-S Framework for organizational excellence:

7-S Element	No baselines Take
Strategy	Not fixed plans but adaptive direction that evolves with real-world change.
Structure	Simple, flexible forms that avoid the weight of bureaucracy.
Systems	Practical routines that enable speed and learning, not rigid rules.
Shared Values	The core beliefs that guide behavior and decision-making.
Style	Leadership by example, grounded in values, not detached authority.
Staff	People seen as the key resource, respected and empowered.
Skills	Distinctive capabilities continuously developed, not static checklists.

The 7-S framework fits no baselines because each element rejects rigid formulas and emphasizes adaptability, creativity, and human-centered leadership. Taken together, the 7-S model is no baselines because it encourages organizations to test limits, stay human, and thrive outside of rigid benchmarks.