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With top-sellers like Good to Great, Great by Choice and Born to Last, Jim Collins has established his credentials as an expert observer intent on understanding what makes great enterprises work. In Great By Choice, he and co-author Morten T. Hansen apply nine years of research to explain why some companies succeed even in the most tumultuous times. Filled with examples and rigorous analysis, this book is refreshingly free of vapid pep talk. Detailed; stimulating; often counterintuitive.