Collins and Porras employ the Chinese yin/yang symbol to symbolize the inherent duality within visionary companies. These organizations do not engage in a choice between seemingly paradoxical concepts; instead, they actively pursue both in tandem. Exemplifying this approach, many visionary companies integrate idealism and profit motives, navigate market shifts while upholding core values, and allocate substantial resources to short- and long-term objectives. The distinctive feature is not an attempt to balance these conflicting notions; these companies strive to embrace both facets with equal emphasis.

Collins and Porras put forward Merck as the epitome of a company skillfully navigating the delicate balance between unwavering core ideologies and profitability. Since the 1930s, Merck has championed the altruistic ideal of contributing to humanity. This commitment materialized in actions such as distributing the cure for river blindness at the company’s expense and providing tuberculosis drugs to Japan after World War II. While these altruistic endeavors incurred short-term losses, they ultimately yielded substantial long-term gains for the company. What sets Merck apart is its possession of a robust core philosophy that extends beyond the relentless pursuit of profits. This element emerges as a cornerstone in the establishment of visionary companies.