Book Summary of Great By Choice Ten years after the worldwide bestseller Good to Great, Jim Collins returns with another groundbreaking work, this time to ask: Why do some companies thrive in uncertainty, even chaos, and others do not? In Great by Choice based on nine years of research, buttressed by rigorous analysis and infused with engaging stories Collins and his colleague, Morten Hansen, enumerate the principles for building a truly great enterprise in unpredictable, tumultuous, and fast-moving times. No mere sequel, Great by Choice distinguishes itself from Collins\\'s prior work by its focus not just on performance, but also on the type of unstable environments faced by leaders today. With a team of more than twenty researchers, Collins and Hansen studied companies that rose to greatness beating their industry indexes by a minimum of ten times over fifteen years in environments characterized by big forces and rapid shifts that leaders could not predict or control. The research team then contrasted these 10X companies to a carefully selected set of comparison companies that failed to achieve greatness in similarly extreme environments.