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? 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. This book is classic Collins:
contrarian, data-driven, and uplifting. He and Hansen show convincingly that, even
in a chaotic and uncertain world, greatness happens by choice, not chance.