"Great by Choice" explores why some companies thrive in unpredictable environments while others fail.

The authors conducted a nine-year study comparing successful "10X" companies to less successful ones, analyzing their actions during tumultuous events.

The research identified key behaviors of 10Xers, such as fanatic discipline, empirical creativity, and productive paranoia.

The book challenges common myths about success, such as the importance of luck or the need for constant innovation.

Instead, it emphasizes consistent, methodical approaches, calculated risk-taking, and preparation for unforeseen circumstances.

Ultimately, the study aims to provide insights into how organizations can master their fate, even in a chaotic world.