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By Jim Collins & Morten T. Hansen Why Some Thrive Despite Chaos

Thriving in Uncertainty Is Not Luck. It’s Discipline.

In Great by Choice, Jim Collins and Morten Hansen study companies that outperformed rivals in unstable environments. Their key finding: greatness isn’t about taking big risks it’s about disciplined innovation, fanatical consistency, and productive paranoia.

This book is essential for entrepreneurs and leaders navigating uncertainty

Top 10 Key Lessons

1. 10X Companies Don’t Just Survive Chaos—They Win in It

Great companies don’t get lucky. They are prepared for uncertainty and make smart moves.

2. Discipline Beats Speed

They don’t overreact. They stay consistent, steady, and intentional in their actions.

3. Empirical Creativity Wins

Data and experiments guide innovation not gut instinct alone.

4. Productive Paranoia Keeps You Safe

Always assume something will go wrong and prepare ahead.

5. Level 5 Leaders Lead the Pack

These leaders are ambitious for the mission, not themselves.

6. Fire Bullets, Then Cannonballs

Test small ideas before going all in.

7. SMaC Rules Create Consistency

A simple, specific, and repeatable set of guidelines helps organizations navigate chaos.

8. Luck Matters, But Return on Luck Matters More

It’s not whether you get lucky it’s what you do with that luck.

9. Innovation Without Discipline Fails

Too much change without structure becomes chaos.

10. Greatness Is a Choice, Not an Accident

Even in chaos, consistent decisions and disciplined action lead to long-term greatness.