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Great by Choice: Uncertainty, Chaos, and Luck--Why Some Thrive Despite Them All (Good to Great) Hardcover – Illustrated, October 11, 2011

4.5 out of 5 stars 525 ratings
Book 5 of 6 in the Good to Great Series

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Frequently bought together

  • Great by Choice: Uncertainty, Chaos, and Luck--Why Some Thrive Despite Them All (Good to Great)
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  • Built to Last: Successful Habits of Visionary Companies (Good to Great)
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Editorial Reviews

Amazon.com Review

Jim Collins on the Writing Process

When I first embarked on a career that required writing, I devoured dozens of books about the process of writing. I soon realized that each writer has weird tricks and idiosyncratic methods. Some wrote late at night, in the tranquil bubble of solitude created by a sleeping world, while others preferred first morning light. Some cranked out three pages a day, workmanlike, whereas others worked in extended bursts followed by catatonic exhaustion. Some preferred the monastic discipline of facing cinder-block walls, while others preferred soaring views.

I quickly learned that I had to discover my own methods. Most useful, I realized that I have different brains at different times of day. In the morning, I have a creative brain; in the evening, I have a critical brain. If I try to edit in the morning, I’m too creative, and if I try to create in the evening, I’m too critical. So, I go at writing like a two piston machine: create in the morning, edit in the evening, create in the morning, edit in the evening…

Yet all writers seem to agree on one point: writing well is desperately difficult, and it never gets easier. It’s like running: if you push your limits, you can become a faster runner, but you will always suffer. In nonfiction, writing is thinking; if I can’t make the words work, that means I don’t know yet what I think. Sometimes after toiling in a quagmire for dozens (or hundreds) of hours I throw the whole effort into the wastebasket and start with a blank page. When I sheepishly shared this wastebasket strategy with the great management writer Peter Drucker, he made me feel much better when he exclaimed, “Ah, that is immense progress!”

The final months of completing Great by Choice required seven days a week effort, with numerous all-nighters. I had naively hoped after writing Good to Great that perhaps I had learned enough about writing that this work might not require descending deep into the dark cave of despair. Alas, the cave of darkness is the only path to producing the best work; there is no easy path, no shorter path, no path of less suffering. Winston Churchill once said that writing a book goes through five phases. In phase one, it is a novelty or a toy; by phase five, it is a tyrant ruling your life, and just as you are about to be reconciled to your servitude, you kill the monster and fling him to the public. And so, exiting the caving blinking in the sunlight, we’ve killed the monster and hereby fling. We love this book, and have great passion about sharing it with the world—making all the suffering worthwhile.


A Q&A with Morten T. Hansen

Q: How did you and Jim develop ideas together during the research?

Hansen: During our hundreds of research meetings—what we called “chimposiums” (as when two curious chimps get together), Jim and I probed the data, exchanged views, and debated vigorously. We didn't always agree, in which case we did some more analysis to get to the main findings we report in Great by Choice.

Q: Why did Great by Choice take nine years of effort?

Hansen: When Jim and I started out some nine years ago, we did not anticipate that it would take us this long, nor did we know what the results would be. We followed a simple principle—carry out the absolutely best research we could possibly do, no matter how long.

Q: Did you find what you expected, or surprises?

Hansen: The way we did the research was to explore why some companies attained great performance over the long-run while others did not. We did not start with any preconceived ideas and hypotheses about what made the difference. We let the data speak. What we found, and what we report in the book, surprised us a great deal. A few times we scratched our heads because we were so surprised, but that's what the data revealed.

Q: Did you have fun?

Hansen: Analyzing the data, debating, and arriving at some really interesting insights was a great deal of fun. It created joy in my life. It may not be everyone's idea of having a good time, but Jim and I always looked forward to our chimposiums. I hope you will enjoy Great by Choice as much as Jim and I enjoyed the research process!

Review

“A sensible, well-timed and precisely targeted message for companies shaken by macroeconomic crises” (Financial Times)

“Collins and Hansen draw some interesting and counterintuitive conclusions from their research….far from a dry work of social science. Mr. Collins has a way with words, not least with metaphor.” (Wall Street Journal)

Entrepreneurs and business leaders may find the concepts in this book useful for making choices to increase their odds of building a great company. (Booklist)

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4.5 out of 5 stars
4.5 out of 5
525 customer ratings
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Top international reviews

The Salary Coach
5.0 out of 5 stars 8/10: Valuable extension of the concepts presented in Good to Great
Reviewed in the United Kingdom on January 21, 2018
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M. Chaffer
4.0 out of 5 stars Thought-provoking analysis of why some listed companies out-perform their competitors.
Reviewed in the United Kingdom on May 17, 2020
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V Ghezzi
4.0 out of 5 stars It's a good reading, simple and full of examples
Reviewed in the United Kingdom on June 23, 2016
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Jon Busby
5.0 out of 5 stars Another hit by Jim Collins - although shorter than usual for his books.
Reviewed in the United Kingdom on April 3, 2017
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Zhihui Zhao
3.0 out of 5 stars Would not recommend
Reviewed in the United Kingdom on September 18, 2017
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5.0 out of 5 stars Good Look at great research
Reviewed in the United Kingdom on November 22, 2013
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sal volatile
4.0 out of 5 stars Four Stars
Reviewed in the United Kingdom on May 27, 2018
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Mr. Sp Mayo
3.0 out of 5 stars Thought provoking
Reviewed in the United Kingdom on December 11, 2016
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Tracy Hughes
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on June 13, 2017
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Niroo Rad
5.0 out of 5 stars Essential for increasing business success
Reviewed in the United Kingdom on April 8, 2012
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Panayot Slavov
5.0 out of 5 stars Excellent book! One thing however to be pointed out ...
Reviewed in the United Kingdom on June 19, 2016
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Bade Olotu
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on July 17, 2016
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5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on July 6, 2015
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luis fananas
4.0 out of 5 stars Four Stars
Reviewed in the United Kingdom on May 26, 2015
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Sebastian
5.0 out of 5 stars A must read for anyone who owns a business
Reviewed in the United Kingdom on October 17, 2014
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