Great by Choice: Uncertainty, Chaos, and Luck – Why Some Thrive Despite Them All

Imagine standing on the edge of a stormy ocean, the waves crashing unpredictably around you. This is the world of business and leadership—an environment where chaos, uncertainty, and the unexpected are constants. We simply do not know what the future holds. Yet, in this turbulent sea, some ships sail far ahead of the rest, navigating with a steady hand and an unshakable compass.

Over the course of thirty years, a small group of companies, dubbed the '10Xers,' have outperformed their industry peers by at least ten times. Their journeys are not tales of luck or mere chance but of deliberate choices, disciplined action, and a refusal to be victims of circumstance. Consider Southwest Airlines, which transformed a modest $10,000 investment in 1972 into nearly $12 million by 2002, eclipsing giants like Wal-Mart, Intel, and Disney, all while the airline industry was buffeted by fuel shocks, deregulation, strikes, and even the trauma of 9/11.

What sets these 10X companies apart? Not a crystal ball to predict the future, but a mastery of their own fate. They accept that the world is chaotic and unpredictable, yet they reject the notion that external forces will dictate their success or failure. Instead, they take full responsibility for their outcomes, building organizations that don’t merely survive but thrive amid uncertainty.

This mindset is not just an intellectual exercise; it is a call to action. It requires a blend of boldness and humility, a willingness to act decisively without illusions of control. These companies don’t react passively to events; they actively shape their futures. Their stories teach us that greatness is forged not in calm waters but in the storm, by those who choose to steer with purpose and discipline.

As we embark on this journey through the principles that enable such extraordinary success, keep in mind the power of choice in the face of chaos. Our next exploration will delve into the leaders themselves—the 10Xers—and the unique behaviors that distinguish them from the rest.