Great by Choice by Jim Collins
“Look, if you had on shot, or one opportunity to seize
everything you ever wanted in one moment would you capture it? Or just let it
slip?” – Marshall Bruce Mathers III
How many books on business would quote rapper Eminem? I’m
fairly confident that Great by Choice
stands alone.
Earlier this year I read Jim Collins’ masterpiece Good to Great and I was delighted with
the amount of analysis and insight. Collins does just commend great companies,
he and his team dig deep to find what makes each thriving company tick and why
failing companies fail.
Great by Choice is
nearly a continuation of Good to Great. In
this volume, Collins and his team look at particular industries that have been
faced unusual trials and search for the company that not only survive trying
times but actually beat the competition tenfold – known as 10Xers.
Though numerous companies and their leaders are mentioned
throughout the book, the center of attention goes to Southwest Airlines and its
CEO Howard Putnam. Over and over again, the decisions or Putnam are praised. He
created one of the most respected companies in America while being nearly the
only airline to make a profit over the years.He did nothing radical. He did not reinvent the wheel. He
did not revolutionize anything. He made simple decisions that helped his
company and he stuck to the plan.
Collins and his team break down the simple ideas that help
companies flourish through the good times and the bad. This is another great
work by Collins, even though it felt more like an addendum than a completely
new work.
