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Great by Choice book summary

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Book Summary - Great by Choice: Uncertainty, Chaos, and Luck - Why Some Thrive Despite Them All by Jim Collins and Morten T. Hansen

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It is no secret that the constantly changing world often puts many companies out of business because they just can’t keep up with the chaos. In Great by Choice: Uncertainty, Chaos, and Luck - Why Some Thrive Despite Them All, Jim Collins and Morten T. Hansen explain how some businesses don’t just get through these tough times -- they actually grow and flourish because of them.

The success of a company is not based on innovation or risk-taking or boldness. It is based on discipline, learning through thorough research and evidence, and a near-paranoia about the possibility of failure. Luck has no place in a successful business plan. Everything must be done with intention if one wants to succeed even in the midst of all the uncertainty...

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Successful businessmen and women should never rely on luck or chance to determine the future of their company. They should work hard, stay focused on their goals, and use evidence-based proof for how to proceed. They should be prepared for anything because the world is a chaotic place and could change at any moment. 

Every company has some amount of luck, but preparation is the thing that will see your company through both good and bad times, not good fortune. 

About the Author

James “Jim” Collins was born in Aurora, Colorado in 1958. He is an author, speaker, researcher, and business consultant. He travels the country speaking about business management, growth, and sustainability. Since 1995, he has been running his own management laboratory in Boulder, Colorado, where he teaches corporate leaders better ways to run their businesses and conducts his own research into the topic. 
Morten T. Hansen is a Norwegian-American author, professor, motivational speaker, and management theorist. He has degrees from the University of Oslo, the Middlebury Institute of International Studies at Monterey, the London School of Economics, and Stanford University, where he was also a Fulbright Scholar and received an award for his academic performance. He is now a tenured professor at the University of California, Berkeley, as well as a member of the faculty at Apple University. 

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