1. Great by Choice Jim Collins and Morten Hansen

2. Great By Choice Deciphering how 10Xers outperform their industries 20 Mile March – Bullets and Cannonballs – Death line Top 10 Highlights from Amazon Kindle readers 2

3. 10X Companies 3 Beat their industry by at least 10 times over 15 years

4. 10Xers Live By A Triad of Core Behaviors 4 10X Leadership Fanatic DISCIPLINE Productive PARANOIA Empirical CREATIVITY Level 5 Ambition

5. 10Xers Followed the 20 Mile March Principle Stick to the strategic target Keep a steady pace – 20 miles per day, every day Focus on consistent, long term performance Concrete, clear, intelligent, rigorously pursued performance mechanisms 5 Fanatic DISCIPLINE

6. Fire Bullets, Then Cannonballs Fire a small bullet first (low cost, risk, distraction) Continue to make adjustments from learning Fire calibrated, calculated cannonballs (big bet) 6 Empirical CREATIVITY

7. Leading Above the Death Line Build cash reserves and remain hyper-vigilant zooming in and out (detail vs. big picture) This focus reduces surprises and the impact of unhelpful developments (productive paranoia) 7 Productive PARANOIA

8. Myth: Successful Leaders Are Bold, Risk-Seeking Visionaries Reality: Leaders observed what worked, figured out why it worked, and built upon proven foundations. They were disciplined, empirical, and paranoid. 8

9. Myth: Innovation Distinguishes 10X Companies Reality: While 10X cases innovated a lot, more important is the ability to scale innovation, to blend creativity with discipline. 9

10. Myth: You’re Either Quick Or Dead Reality: 10X leaders figure out when to go fast, and when not to 10

11. The critical question is not whether you’ll have luck, but what you do with the luck that you get 11

12. 10Xers understand they cannot control or predict the world around them They accept full responsibility for their own fate 12

13. 10Xers Live By A Triad of Core Behaviors 13 10X Leadership Fanatic DISCIPLINE Productive PARANOIA Empirical CREATIVITY Level 5 Ambition

14. Discipline is Consistency of Action Consistency with values Consistency with long-term goals Consistency with performance standards Consistency of method Consistency over time 14

15. True Discipline Reject pressures to conform in ways incompatible with values, performance standards, and long-term aspirations 15 For a 10Xer, discipline is self-discipline Having the inner will to do whatever it takes to create a great outcome, no matter how difficult

16. During Times of Uncertainty Most people look to authority figures, peers, or group norms for their primary cues about how to proceed 16 10Xers look to empirical evidence Relying upon direct observation Conducting practical experiments Engaging directly with evidence

17. 10xers Don’t Favor Analysis Over Action they favor empiricism as the foundation for decisive action 17

18. Want to be a 10Xer? 18