In Great By Choice, the thought-provoking sequel to Jim Collins’ Good To Great, the authors, Collins and Hansen, come together to dissect the dynamics of companies that surprisingly thrive even amidst chaos and uncertainty. The book details the principles that can help build and sustain a successful, robust enterprise. The strategies outlined in the book are highly pertinent in the fast-paced twenty-first century, one that is highly unpredictable and often marked by political and socioeconomic turmoils. The authors introduce and explain a variety of innovative, yet practical concepts that defy conventional wisdom. Some of these concepts include the 10Xers, the SMac recipe, Zoom Out, Then Zoom In, Fire bullets then Cannonballs, Leading Above the Death Line, and the 20 Mile March. The book is filled with interesting stories of several pioneer companies that scaled dizzying heights and set new standards for success in their respective industries. These companies are termed ‘10X companies’ in the book as they surpassed their industry indexes by as many as ten times in a span of 15 years—years marked by extremely rapid and unpredictable changes.