Great by Choice: Why some businesses thrive despite them all

Jim Collins may be more famous for his earlier books, but Great By Choice is perhaps my favorite. I probably re-read it once a year. There are so many fundamental concepts that we bring to Tilt each day from the book — from ‘fire bullets then canon balls’, to ‘the 20-mile march’. We give a copy to each new team member when they start because it illustrates why we take certain approaches versus others that might be in vogue, and because a blog post on how startup company X does something in February of 2015 is vastly different than the principles that built lasting value through decades of uncertainty at Intel, or Southwest Airlines, or Progressive Insurance, from the 20,000+ companies they researched for the book.