Great by Choice : Hardback : HarperCollins Publishers Inc : 9780062120991 : 0062120999 : 15 Oct 2011 : Collins returns with another groundbreaking work, this time to ask, Why do some companies thrive in uncertainty, even chaos, and others do not? Based on nine years of research, buttressed by rigorous analysis, and infused with engaging stories, Collins and his colleague Hansen enumerate the principles for building a truly great enterprise in unpredictable, tumultuous and fast-moving times.