GREAT BY CHOICE: UNCERTAINTY, CHAOS, AND LUCK WHY SOME THRIVE
Great by choice is a masterpiece of Jim Collins in-depth research. It was written in collaboration with another influential management analyst, Morten. T. Hansen. Great by Choice aims to solve the problem of “why in spite of ambiguity, chaos, uncertainty, and market volatility, a few companies thrive, and others struggle.” Collins tackles this question by comparing those who outperformed their competitors by a factor of 10 (10Xers) in given time frame and set of variables.
The authors confirm that the great companies are no luckier than good companies, average companies or bad companies. Luck does not make them succeed because even in times of chaos and uncertainty, they go on working as if nothing has happened. These companies succeed because they have acquired an antifragility trait through a process which combines discipline and preparedness. It is not something in the DNA or something you get by luck or sheer courage. It is through a process that can be learned.
The authors successfully illustrate their point with the story of conquering South Antarctica. In 1911, two explorers made dangerous trip to Antarctica in an attempt to become the first people to reach the South Pole. One was led by a Norwegian, Roald Amundsen, while the other was led by a British Navy officer, Robert Falcon Scott. Looking at both explorers, you would expect the latter to be remembered by history. That was not the case. It was Amundsen’s expedition who won the race to immortality. Why? Simply put:
PREPARATION. Roald Amundsen didn’t know where he was going, but he had a good idea of the conditions that he may be facing and spent as much time as he could researching Eskimo habits and trying all potential food sources. Scott, on the other hand, wanted to reach the pole faster, so he carried a lot less weight and used the “untested –for-that-terrain” motor sleds. No one remembers if Scott’s team ever made it home. Neither Amundsen nor Scott knew what they would face on Antarctica, but the former did better in preparing for it.
My favorite part of the book is how much research was included. The authors analyzed the companies which beat their industry indexes Y at least ten times in as many years (10X companies) and found out that they were able to overcome stressful situations because they were prepared.
Firstly, they were disciplined. They were not in a hurry to become better than anyone else; they choose consistency over a rapid rise. By setting targets for themselves and hitting them precisely year by year, they became immune to external influences.
Secondly, they were bold. Their leaders weren’t interested in taking unnecessary risks and as a consequence weren’t required to be anymore of visionary than those of merely good companies.
Lastly, they were productively paranoid, just like Amundsen. The polar explorer tried dolphin’s meat to prepare for the worst-case scenario. The 10x companies do this regularly. In the event that something terrible happens, they already have a good strategy.
The 10x companies are neither more innovative nor more bolder than competitive companies; they were merely more attentive. They use bullets until they are entirely sure of their target and then they fire the cannon balls.
In conclusion, be SMaC: Specific, Methodological and Consistent. That is how discipline is implemented within a company. However, it is only one aspect of what will help you through hard times. The other is being productively paranoid. Prepare for the worst, hope for the best!
THE BIG THREE – KEYPOINTS
Key point #1: Be Attentive. Fire the bullets, then the cannonballs.
Key point #2: Be specific, methodological, consistent and productively paranoid
Key point #3: Greatness is a long-term strategy, strengthened by a consistent discipline in tactics.
One Last Thing
“The great task, rarely achieved, is to blend creative intensity with harsh discipline so as to amplify the creativity rather than destroy it. When you marry operating excellence with innovation, you multiply the value of your creativity.” Jim Collins & Morten Hanson. Great By Choice