The importance of extreme preparedness holds true for us in business. In fact, this example is used by Jim Collins and Morten Hansen to demonstrate why some companies have thrived under extreme and difficult circumstances while others have not. In filtering out 7 companies from 20,400, the authors found that the ones that executed most successfully did not have any better ability to predict the future than their less successful counterparts. Instead, they were the ones who acknowledged they could not predict the unexpected and therefore prepared better.5
Be prepared as a business
