GREAT BY CHOICE BY MORTEN T. HANSEN

Greatness is a Choice, Not a Coincidence
In a world defined by relentless uncertainty, chaos, and rapid change, how is it that some companies don't just survive but thrive, consistently outperforming their industry averages by ten times or more? This is the central question of Jim Collins and Morten T. Hansen's groundbreaking book,Great by Choice

Through a rigorous, nine-year research project, the authors dispel the common myth that success in a volatile world requires bold, risk-taking, and hyper-innovative leaders. Instead, they found that the leaders of "10X" companies were surprisingly more disciplined, more empirical, and even more paranoid than their counterparts. This book offers a powerful and practical blueprint for navigating unpredictability, proving that whether you prevail or fail depends more on what you do than on what the world does to you. If you are a leader seeking enduring success in turbulent times, Great by Choice offers the data-driven strategies you need to build a resilient, high-performing enterprise that can achieve greatness by choice, not chance.