"Great By Choice" is a business book by Jim Collins and Morten T. Hansen that explores why some companies thrive in uncertain and chaotic environments while others fail. The authors analyze various organizations and identify key factors that contribute to their success, emphasizing the importance of discipline, innovation, and a strong company culture. The book introduces the concept of "10Xers," which refers to companies that outperform their industry peers by a significant margin. Through research and case studies, Collins and Hansen highlight the strategies and mindsets that enable these organizations to achieve exceptional results, even in challenging circumstances.