Mastering Success with 10x Thinking
In 1912, two teams raced to reach the South Pole—one led by Roald Amundsen and the other by Robert Scott. Amundsen’s team got there first and safely returned home. Scott’s team, however, arrived weeks later, only to find Amundsen’s flag already planted. On their way back, they faced terrible weather and bad luck, and none of them survived.
This isn’t just a story about exploration. It’s a perfect example of the ideas in Great by Choice, a book by business expert Jim Collins. He wanted to understand why some companies build a thriving business while others struggle—even when they face the same business challenges. Collins studied examples of businesses that outperformed their competitors by ten times (called "10X companies") and identified four key traits that made them a successful business:
Fanatical discipline – Sticking to a clear plan, no matter what.
Empirical creativity – Testing ideas before making big moves.
Productive paranoia – Always preparing for worst-case scenarios.
Level 5 ambition – Leading with humility and a strong sense of purpose.
Let’s break these down and see how they can help your business model succeed, even in uncertain times.
Fanatical Discipline: The 20-Mile March
Amundsen’s team didn’t rush or rest depending on the weather. They marched 20 miles every day, whether conditions were good or bad. This steady pace helped them succeed. In contrast, Scott’s team walked as far as they could on good days and rested on bad ones, which led to exhaustion and failure.
In business, this means sticking to a consistent plan instead of making reckless decisions during good times and panicking during bad times. A great example is Progressive Insurance, which stays steady no matter how unpredictable economic times get.
How to Apply the 20-Mile March Rule:
Set clear goals and stay committed to them, even when facing business challenges.
Avoid over-expanding your customer base during profitable times, only to shrink back when sales slow down.
Manage cash flow wisely, ensuring your business has enough cash reserves to survive tough situations.
Fire Bullets, Then Cannonballs: Smart Risk-Taking
Collins explains that successful companies test small ideas first (bullets) before making big moves (cannonballs). This helps avoid wasting time and money on unnecessary costs.
For example, if a business owner wants to launch a new product, they should test it on a small scale first. If it does well, then they can invest more and go all in. Harvard Business School uses this strategy to balance financial strategies with innovation.
How to Apply This Principle:
Start small—test an idea before investing a lot of time or money.
If it shows promise, expand carefully.
Don’t waste resources on ideas that aren’t working—cut unnecessary costs quickly.
Productive Paranoia: Always Be Prepared
Bad luck happens in life and business. But great companies expect challenges and prepare for them in advance.
Intel’s former CEO, Andy Grove, was known for thinking ahead and preparing for difficult times before they arrived. This approach helped Intel survive and stay successful.
How to Prepare for the Unexpected:
Keep strong cash reserves to handle emergencies.
Avoid high-risk decisions that could hurt long-term customer relationships.
Stay connected with the business community to monitor industry trends.
Level 5 Ambition: Humble Yet Relentless Leadership
Collins found that the best business owners don’t let their egos get in the way. Instead, they focus on the big picture and are determined to succeed, no matter what.
These leaders don’t make reckless decisions, but they also never settle for average results. Companies like Progressive Insurance use this mindset to build long-term success.
How to Become a Level 5 Leader:
Set a clear vision for the future and work towards it.
Strengthen customer interactions by making customers feel valued.
Stay humble but persistent in achieving business growth.
How You Can Apply These Principles to Your Business (or Life!)
Collins’ research proves that success isn’t just about luck—it’s about discipline, preparation, and smart decision-making. Here’s how you can use these lessons:
✅ Stay consistent—don’t make reckless changes.
✅ Test ideas before going all in.
✅ Be prepared for setbacks and have financial strategies in place.
✅ Stay humble but keep pushing forward.
Bad times will come. Some people will call it luck. But the truth is, your decisions determine your future.
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It’s time to stop playing small. Apply these principles, stay disciplined, and watch your business soar.
