Jim Collins and Mort Hansen, co-authors of the book Great By Choice, discuss their research on fundamental business concepts and why some companies excel in chaos, turbulence, and uncertainty while others do not. Jim describes it as the most fascinating analysis that he's ever been associated with in nearly 25 years of research. Some of those fascinating insights include the role of luck and innovation, their "triad of behaviors", as well as firing your "bullets" and then firing your "cannonballs". Companies like IBM, Microsoft, Southwest, and Pacific Airlines have used these techniques with great success. AMA is a world-class leadership development provider in more than 40 countries worldwide. Our training is internationally recognized by nine professional associations and the majority of the Fortune 500 companies.