This is a book for business managers who know that their organisations are stuck in a mindset that thrives on fashionable business theories that are no more than folk wisdom, and whose so-called strategies that are little more than banal wish lists.
It puts forward the notion that the application of uncommon sense – thinking or acting differently from other organisations in a way that makes unusual sense – is the secret to competitive success. For those who want to succeed and stand out from the herd this book is a beacon of uncommon sense and a timely antidote to managerial humbug.
Jules Goddard is a fellow of the Centre for Management Development at London Business School.
Tony Eccles is a visiting professor of strategic management at Cass Business School, City University, London.
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