In this episode of Books Deep Dive, we dive into Great by Choice by Jim Collins and Morten T. Hansen, exploring how exceptional companies succeed in turbulent environments. We recount the riveting story of Roald Amundsen and Robert Scott’s race to the South Pole as a metaphor for business preparedness. Discover how 10X companies exemplify fanatic discipline, use empirical creativity, and harness productive paranoia to thrive amidst uncertainty. Learn why consistent, evidence-based innovation and the creation of durable, specific operating procedures are crucial for long-term success. This episode equips leaders with insights on turning preparation and disciplined strategy into sustained business growth.