Great By Choice by Jim Collins

Jim Collins, bestselling author of "Good to Great," has done it again. In his latest book, Great By Choice, he tackles the question: why do some companies excel in times of uncertainty and chaos while others fail? Drawing on nine years of research and a team of experts, Collins and his colleague, Morten Hansen, reveal the principles for building a truly great enterprise in unpredictable, tumultuous, and fast-paced environments. Through rigorous analysis and compelling stories, this groundbreaking study challenges conventional wisdom and offers practical concepts such as 10Xers, the 20 Mile March, and the SMaC Recipe. In their most provocative and original analysis, Collins and Hansen also delve into the role of luck in success, showing that it is not about being lucky, but about making the most of luck when it comes. With a professional and objective tone, this book is a must-read for anyone looking to thrive in a chaotic and uncertain world.