1. Great By Choice Leading Above the Death Line Sydne Collier Amanda Haines Jacob Johnson Eric Launer Katie Shaw Zach Slagle Mark Weyandt

2. Overview Productive Paranoia Paranoia 1 Paranoia 2 Paranoia 3

3. Productive Paranoia 10x lead with productive paranoia Conditions unexpectedly change violently and fast Continuously asking “What if?” The only mistakes you can learn from are the ones you survive

4. 10X Journey and the Death Line Death Line Bad Events Good Events 10X Journey Stay above the Death Line

5. Productive Paranoia #1. Extra Oxygen Canisters- Its What You Do Before The Storm Comes Oxygen Canisters= cash reserves and a conservative balance sheet Intel cash position reaches 40 percent of annual revenues Worried about the 5 percent where catastrophe could devastate the industry

6. 10xers and Remaining Productively Paranoid What they do before the storm comes is what matters most Started building buffers and shock absorbers as a habit early on Being prepared for the Black Swan event

7. Southwest Airlines Only Airline Prepared for 9-11 Stock price rise at the end of 2001 Only airline to turn a profit in 2002

8. Red Bull Keep Growing in different markets Involved in many different sports including owning a formula one racing team and an MLS team

9. Productive Paranoia 2: Bounding Risk 10x Companies and the risks Death Line Risk Asymmetric Risk Uncontrollable risk

10. Death Line Risk Type Of Decision10X CompaniesComparison Companies Number of Decisions Analyzed 5955 Decisions Involving Death Line Risk 10% of Decisions36% of decisions

11. Asymmetric Risk Type of Decisions Made 10X CompaniesComparison Companies Number of Decisions Analyzed 5955 Decisions Involving Asymmetric Risk 15% of Decisions36% of Decisions

12. Uncontrollable Risk Type of Decisions Made 10X CompaniesComparison Companies Number of Decisions Analyzed 5955 Decisions Involving Uncontrollable Risk 42% of Decisions73% of Decisions

13. Productive Paranoia 3 ZOOM OUT – SENSE CONDITIONS, TIME, RISK, PLANS zoom in – execution

14. Red Bull Marketing Zoom Out – Realizing problems with marketing Zoom In – Created new marking scheme that they could afford

15. Execution Buzz marketing/word of mouth Youth culture Extreme sports Dance music parties Student brand managers

16. Conclusion Productive Paranoia Paranoia 1 Paranoia 2 Paranoia 3