Target Audience

This is a book for 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.

Core Concept

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.

Purpose and Value

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.