Great by Choice

What Makes a “10X” Corporate Performer?

During the collapse of a strong bull market and other factors threatening financial stability in 2002, how and why did some companies thrive amid volatile, uncertain, complex and ambiguous (VUCA) times while other companies dwindled? The organizations that moved from a “vulnerable” position to “spectacular performance” learned to embrace change as the only constant and to work with it. Yet, these 10X firms – so-named because they beat their industry indexes by a factor of 10 – often faced issues similar to those that roiled other organizations. For example, Pacific Southwest Airlines struggled and became “irrelevant” despite having the same business model and opportunity as Southwest Airlines, an exemplary 10X.