Great by Choice

by Jim Collins

In a methodology similar to Good To Great, Collins and his team studied companies that were in industries where there was a constant state of change, and found that there were some companies that outperformed the marketplace by a significant margin.

He called these the 10x companies, because they all had outperformed their “industry index” by more than 10 times over the span of the study. In fact, on average, the 10x companies outperformed the marketplace as a whole by 32 times.

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