Great by choice

This book explores why some companies succeed in highly uncertain and chaotic environments while others do not.

Collins and Hansen conducted extensive research, studying companies that beat their industry indexes by at least ten times over fifteen years in turbulent conditions.

They debunk several myths about successful leadership in turbulent times, highlighting key principles such as fanatic discipline, empirical creativity, and productive paranoia.

The authors also examine the role of luck and how successful companies leverage it to their advantage.

The book provides practical insights and strategies for building a great enterprise in unpredictable environments.