"Great by Choice" is a business book written by Jim Collins and Morten T. Hansen. It explores why some companies thrive in uncertain and chaotic environments while others fail. The authors analyze successful organizations and identify key principles that contribute to their sustained performance. The book introduces concepts like the 20 Mile March, which emphasizes consistent progress, and the importance of disciplined decision-making. Through case studies, Collins and Hansen illustrate how these principles can help businesses navigate challenges and achieve greatness, regardless of external circumstances.