Ten years after Good to Great, Jim Collins and Morten T. Hansen present a groundbreaking study investigating why some companies thrive in unpredictable, chaotic environments while others falter. Drawing on nine years of meticulous research, they identify the unique principles and behaviors that allow a select group of "10X companies" to achieve sustained greatness, outperforming industry benchmarks by at least tenfold over fifteen years, even when faced with forces beyond their control.

Through rigorous analysis and engaging narratives, Collins and Hansen challenge conventional wisdom, revealing that the most successful leaders in turbulent times are not necessarily the most visionary or risk-taking, but rather the most disciplined, empirical, and even paranoid. They introduce powerful concepts like the 20 Mile March, Fire Bullets then Cannonballs, and the SMaC Recipe, demonstrating that greatness in uncertainty is a choice, not a matter of luck.

Why You Should Read?

• Discover counter-intuitive leadership principles for thriving in volatile and unpredictable business environments.
• Learn from extensive research contrasting high-performing "10X companies" with those that failed in similar extreme conditions.
• Gain actionable strategies for fostering discipline, scaling innovation, and achieving consistent progress amidst chaos.
• Understand the true role of luck in success and how to maximize your "Return on Luck."