Great by Choice

10Xers display three core behaviors that, in combination, distinguish them from the leaders of the less successful comparison companies. Fanatic discipline is the first core behavior of 10X leaders. They demonstrate unwavering consistency in their actions, adhering strictly to their values, goals, and performance standards. This discipline isn't about rigid obedience to rules, but rather an internal drive to maintain high standards regardless of external circumstances. Empirical creativity is the second behavior. 10X leaders rely on direct observation, practical experimentation, and tangible e

Lesson 1: Fire bullets, then cannonballs: Empirical validation before big bets

This principle from Great by Choice is backed by Jim Collins's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

How to Apply Great by Choice's Lessons

The real value of Great by Choice lies in its applicability. After reading, the most important step is identifying which of Jim Collins's principles speak most directly to your current situation.

Consider keeping a journal while reading — noting where the ideas challenge your current approach and where they confirm what you already suspected. The friction of your own resistance often points to the most important insights.

Key Quote

"Fire bullets, then cannonballs: Empirical validation before big bets" — Jim Collins, Great by Choice

About the Author

Jim Collins is the author of Great by Choice. The book reflects years of research, observation, and synthesis of evidence from multiple disciplines.