The book Great by Choice by Jim Collins and Morten T. Hansen examines how companies thrive despite uncertainty and chaos. The authors studied 14 companies, seven of which achieved exceptional long-term success (10Xers) compared to their counterparts. The book explores three key behaviors that characterize these 10Xers: Fanatic Discipline, Empirical Creativity, and Productive Paranoia. The authors also explore the 20 Mile March, a framework for consistent growth regardless of market conditions, and Fire Bullets, Then Cannonballs, a strategy that involves testing multiple low-cost ideas before committing to a large-scale effort. The book further examines the impact of luck, arguing that success is determined by how companies respond to both good and bad luck. Ultimately, Great by Choice provides a framework for building great companies that can navigate uncertainty and achieve enduring success.