“Great by Choice” is a groundbreaking work by Jim Collins and Morten Hansen that examines why some companies thrive in uncertainty and chaos while others fail. Based on nine years of extensive research, the authors present a set of principles for building a truly great enterprise in unpredictable and tumultuous times.

Readers will learn:

• How to identify and cultivate leadership traits that foster success in turbulent times
• Strategies for maintaining steady growth regardless of external conditions
• Methods for scaling innovation effectively
• Techniques for balancing caution and boldness in decision-making
• Approaches to building a resilient organization that can withstand unpredictable challenges

The book introduces thought-provoking concepts such as:

• 10Xers: Leaders who build enterprises that thrive in chaos
• The 20 Mile March: Consistent progress in good times and bad
• Fire Bullets, Then Cannonballs: A methodical approach to innovation
• Leading above the Death Line: Maintaining a safety margin in uncertain times
• Zoom Out, Then Zoom In: Balancing big-picture thinking with detailed execution
• SMaC Recipe: Specific, Methodical, and Consistent practices for success

“Great by Choice” challenges conventional wisdom and offers practical concepts for building great companies in unpredictable environments. It provides leaders with a roadmap to navigate uncertainty and achieve lasting success.